Uppdrag fyll arenan: En explorativ studie av Hammarby Fotbolls och Djurgården Fotbolls strategier för ökade publiksiffror

Sammanfattning: The purpose of this Bachelor's thesis was to empirically study how two big Swedish football clubs with similar preconditions can differ substantially in their attendance levels. Since 2013 Hammarby Fotboll and Djurgården Fotboll share the same stadium, and since then Hammarby Fotboll has outrun Djurgården Fotboll considerably in the attendance figures. To gain a greater insight into the clubs' strategies to get their supporters to the games, two semi-structured interviews were conducted with responsible key figures from the clubs. A content analysis of the clubs' official Instagram accounts was carried out to see how they work strategically on Instagram. My findings indicate that the clubs differ in how niched and distinct strategies they have. I argue that Hammarby Fotboll has benefited from their position as underdogs, and that Djurgården's ice hockey team with high attendance figure are cannibalizing on Djurgården Fotboll's attendance.