About 100,000 More Arena Visits Compared to Last Year

The desire to watch live sports in person at the arena continues to be strong. Football is Sweden’s largest sport, and Allsvenskan is the most popular league. This is also reflected in the attendance numbers. In recent seasons, the league has broken attendance record after record. The latest figure for 2024 was 3,192,519 spectators for Allsvenskan and Superettan combined. So far in 2025, around 100,000 more people have attended the leagues compared to last year, indicating that this season will be even more well-attended.

“We have an increase of around 60,000 arena visits in Allsvenskan and nearly 40,000 in Superettan. With four rounds left, it looks like we’ll set new attendance records for the third consecutive season,”
says Ola Rydén, League Manager at Swedish Professional Football Leagues.

After 26 rounds in Allsvenskan and Superettan, there have been 2,288,345 arena visits to Allsvenskan matches, giving an average of 11,001 spectators per match.
Superettan has had 556,909 arena visits, averaging 2,677 spectators per match.
In total, this means 2,845,254 arena visits so far this year, an increase of 96,988 compared to the same period last year.

“An increase in attendance should never be taken for granted. The product also needs to remain continuously attractive. Many people at both club and league level spend countless hours every day to make the events as well-attended as possible, and to ensure football is accessible and welcoming to everyone,” says Ola Rydén.

At the same time as attendance has increased, the number of disorder incidents at arenas has decreased. In other words, despite more people attending matches, fewer incidents have occurred.

“The number of disturbances has decreased significantly compared to last season, and our surveys show that our visitors feel a very high sense of safety in the stands. But there are still a few matches where all football stakeholders need to continue working together to further reduce disturbances. For football’s part, this means developing our exclusion strategy with more tools, such as new technology,”
says Per Eliasson, Head of Security at Swedish Professional Football Leagues.

As in previous years, clubs will be rewarded for their attendance efforts during the season through Unibet’s initiative “Publikstödet” (The Attendance Support). The purpose of Publikstödet is to support the most important part of Swedish football — the engagement of the fans. A total of 20 million SEK will be distributed among the clubs to reward their work in attracting spectators. No club will receive less than 200,000 SEK.

On average, 2.83 goals per match are scored in Allsvenskan, while Superettan has 2.82 goals per match.