2025 began with a conference for the communication managers of the elite clubs. A major focus this time was on collaboration with the media at arenas and communication around match events.
“For us at the league, these were two incredibly productive days with our clubs,” said Robert Johansson, Head of Communications at Swedish Professional Football Leagues.
The conference took place over two days at Clarion Sign in Stockholm. Almost all of the first day was dedicated to discussing match arrangements in Allsvenskan and Superettan from a communication perspective, including media handling at arenas. Jens Littorin (DN/Sports Journalists Association) and Olof Lundh (TV4/Fotbollskanalen) joined the group during part of the day to share media perspectives on media handling.
“This year’s communication conference was highly valuable because there’s clearly a need for this kind of gathering to discuss the challenges and tasks we share. We learn from each other, agree on strategies where necessary, and above all, it’s enjoyable and important to get to know each other outside the pitch,” said Linn Ohlsson, Communications Manager at BK Häcken.
In the afternoon, Helsingborgs IF and BK Häcken shared how they approach communication in their respective clubs, offering an opportunity for clubs to learn and draw inspiration from each other.
The final hour of the day was spent planning the 2025 season kick-off meetings.
“It’s always interesting to gain insight into how other organizations work, their varying conditions, and what we can learn from one another. It was useful to have a deeper discussion on media management and how we should work to ensure Allsvenskan remains open and accessible,” said Hjalmar Steenberg, Communications Manager at Malmö FF.
The second day of the conference focused on sustainability and cultural issues, running through the morning until lunch. The group was joined by a representative from the Swedish Government Offices, who participated to understand the daily operations of the clubs, gain insights into football’s societal contributions, and learn how clubs handle public order disturbances.
“Normally, we cover more shared topics, but this time we wanted a consistent theme throughout the conference, focusing on these two important and timely issues. Even though the sessions were sometimes long and intense, I’m impressed by and grateful for the clubs’ engagement,” concluded Robert Johansson.
The final agenda item was dedicated to planning and discussing the 25th anniversary of Superettan, taking place in 2025.
The next communication conference is scheduled for the fall in conjunction with Allsvenskans Stora Pris, where the season and Superettan’s 25th anniversary will also be summarized.
