The new year kicked off with a joint communications conference with the league together with the communications officers from the clubs in Allsvenskan and Superettan. During two days, the participants met in Stockholm to gain inspiration for the upcoming season.

“It is always useful to gather all the clubs in a more relaxed environment than the one we normally have in the middle of the current season”, says Robert Johansson, communications manager at Swedish Professional Football Leagues.

The conference was divided into two days where the first was about communication and the second about market communication.

The first day dealt with issues such as stadium disturbances and how to communicate on this matters, the working environment of the media and communication staff at the stadiums, which has resulted in a new media manual from 2024, as well as a presentation on channel reach 2023 and channel strategy for 2024.

“These occasions are very important in building relationships between the league and the clubs but also the relationship between club and club. The better knowledge and familiarity – and not least friendship – between each other, the better working climate for everyone during the season. In addition, the occasions are important for raising and discussing common issues and planning future campaigns. We meet twice a year. Once at the beginning of the year and once just when the season ends in November. Both times you leave with the feeling that we should see each other even more times”, Robert Johansson believes.

Day two was devoted to joint central rights and systems such as FotbollPlay, Symplify, Superadmin and Allsvenskan Fantasy as well as the upcoming communication around Allsvenskan 100 years anniversary.

“It was a very good conference where I was able to bring many ideas back to Värnamo. It’s fun to meet all the clubs and together be able to help each other with arrangements around communication”, says Annie Björk, club coordinator and responsible for communication in IFK Värnamo

“It was good and rewarding days with both information sessions from SEF and guest speakers as well as good discussions and exchange of experiences between us clubs. It is valuable to get together and get the latest news and make connections with clubs of your own size. For me personally, it felt extra valuable as I had only been on site in Varberg’s BoIS for barely six months”, believes Marita Tellander, marketing and events manager in Varberg’s BoIS.

The next communication conference will take place in connection with the Allsvenskan Stora Pris this autumn, where both the season and the Allsvenskan 100 years anniversary will be summed up.