Sweden’s soccer league, Allsvenskan, has taken a different approach from most of Europe’s top leagues in prioritizing fans over finances. Instead of chasing lucrative TV deals and foreign investors, the Swedish clubs have focused on building strong relationships with their local communities and creating a vibrant fan culture. This strategy has resulted in increased attendance, improved facilities, and a more competitive league.
A Different Model for European Soccer
While many European soccer leagues have become dominated by a few wealthy clubs that can afford to buy the best players and attract the most viewers, Sweden’s Allsvenskan has opted for a more balanced and sustainable model. The league has a rule that requires at least 51% of each club to be owned by its members, which prevents external investors from taking over and changing the club’s identity. This rule also ensures that the clubs are accountable to their fans and have a strong sense of local identity.
The league also has a more equitable distribution of TV revenue, which is based on a formula that takes into account the club’s performance, attendance, and fan engagement. This means that the smaller clubs have a chance to compete with the bigger ones and invest in their infrastructure and youth development. The league also has a salary cap that limits the spending on players’ wages and encourages the clubs to develop their own talent.
The league’s strategy is not only motivated by financial considerations, but also by a desire to preserve the social and cultural value of soccer in Sweden. The league’s CEO, Mats Enquist, has said that the league’s vision is to “create the best possible conditions for our clubs to be able to offer attractive and entertaining football, while at the same time contributing to a positive societal development.”
The Benefits of Fan-Centric Soccer
The league’s fan-centric approach has paid off in several ways. First, the league has seen a steady increase in attendance, reaching an average of 9,414 spectators per game in 2021, which is the highest in Scandinavia and among the top 10 in Europe. The league has also seen a growth in fan engagement, with more than 1.2 million members across the 16 clubs and a high level of fan participation in activities such as tifos, chants, and donations.
Second, the league has improved its facilities and infrastructure, with several clubs renovating or building new stadiums that offer better comfort and hospitality for the fans. For example, AIK, one of the biggest clubs in the league, opened a new state-of-the-art stadium in 2012, which has a capacity of 50,000 and features a retractable roof, a heated pitch, and a variety of restaurants and bars. The league has also invested in technology and innovation, such as a CRM system that allows the clubs to tailor their offers and communication to each individual fan.
Third, the league has become more competitive and exciting, with more teams challenging for the title and the European spots. In the last 10 years, the league has seen six different champions and 10 different teams qualifying for the Europa League or the Champions League. The league has also produced some talented players who have moved to bigger leagues, such as Zlatan Ibrahimovic, Victor Lindelof, Emil Forsberg, and Alexander Isak.
The Challenges and Risks of the Swedish Model
Despite the success of the Swedish model, the league also faces some challenges and risks. One of the main challenges is to maintain the quality and attractiveness of the league in the face of the growing gap between the Swedish clubs and the European elite. The league’s revenue is still much lower than the top leagues in Europe, which limits the clubs’ ability to retain their best players and compete in the international stage. The league’s revenue in 2020 was 1.8 billion Swedish kronor (about $200 million), which is less than 10% of the revenue of the English Premier League.
Another challenge is to balance the interests and expectations of the different stakeholders, such as the fans, the clubs, the sponsors, and the media. The league has to ensure that its decisions and policies are transparent and fair, and that they reflect the values and goals of the league. The league also has to deal with the potential conflicts and controversies that may arise from the diverse and passionate fan base, such as violence, racism, or political activism.
A final challenge is to adapt to the changing environment and trends in the soccer industry, such as the emergence of new markets, technologies, and formats. The league has to be aware of the opportunities and threats that these changes may bring, and be ready to innovate and evolve. For example, the league has to consider how to respond to the proposed European Super League, which could have a significant impact on the competitive balance and the fan loyalty of the European soccer.
Sweden’s soccer league, Allsvenskan, has chosen a different model from most of Europe’s leagues in prioritizing fans over finances. The league has focused on building strong relationships with its local communities and creating a vibrant fan culture. This strategy has resulted in increased attendance, improved facilities, and a more competitive league. However, the league also faces some challenges and risks, such as the growing gap with the European elite, the diverse and passionate fan base, and the changing environment and trends in the soccer industry. The league has to be able to balance its interests and expectations, and to adapt and innovate to maintain its success and relevance.
