The use of marketing within Swedish football : A qualitative and comparative study between clubs in Allsvenskan

Sammanfattning: Over the years, football clubs have been transformed into companies that need a well-thought-out marketing plan. The most appropriate marketing strategies are implemented to achieve success in a market that has undergone a digital and global transformation. There are constantly new ways for businesses to market themselves. In order not to miss any opportunities, it is important that football clubs always stay informed about what ways are available and explore the possibilities of incorporating them into the existing marketing strategy. Previous studies gave us an insight into how football clubs' marketing strategies have changed over the years. How they have gone from using traditional media to digital. This leads us to the purpose of this study, which was to explore which marketing strategy that football clubs in the highest ranked league in Sweden, Allsvenskan, have chosen to implement. Furthermore, the study aimed to add more knowledge about how a selection of football clubs that play in Allsvenskan differentiate themselves through their chosen marketing strategies in a way that enables them to become more connected to their supporters and to the public through the use of marketing communication. In order to be able to answer the study's research questions, a qualitative and abductive research method was conducted. Data were collected through semi-structured telephone interviews with respondents from three football clubs in Allsvenskan. The analysis gave us answers to how the different marketing strategies used by the Swedish football clubs in the Allsvenskan were in line with previous studies and theories. The results showed that marketing communication plays an important role for the studied football clubs in Allsvenskan. We also saw similarities in the ways they used social media to communicate and convey information to supporters as well as other audiences. Furthermore, the section provided a further understanding of the importance of strengthening relationships with supporters, building a brand that can attract a larger audience and how the use of sponsorship can benefit both parties of the collaboration.