º£½ÇÉçÇøÏÂÔØ

The visit, designed to foster knowledge-sharing and cross-cultural learning, featured a rich program of activities and discussions, offering the American guests an in-depth look at the values and structures that define Swedish football. From the iconic 51-percent rule and deep-rooted supporter culture to gender equality initiatives and innovative marketing strategies, the program highlighted both the uniqueness and the universality of sports management challenges on both sides of the Atlantic. 

Throughout the visit, the faculty and students from the US explored º£½ÇÉçÇøÏÂÔØ and learn about the Swedish sports ecosystem under the guidance of representatives from the Center for Sports & Business, including Anna Laurell Nash (Executive Director, CSB), and Lennart Asensio Nitz (Program Manager, CSB). 

With the help of key partners and football organizations, the USF delegation explored multiple perspectives on the game in Sweden:

Staffan Holmberg provided a passionate historical overview of Djurgården IF and led a guided tour of the historic º£½ÇÉçÇøÏÂÔØ Stadium

Hammarby Fotboll's Patrik Blomquist and Tomas Lindgren delivered an unforgettable matchday experience during the high-stakes derby against Djurgården, coupled with a deep dive into Hammarby's vibrant club culture

AIK Fotboll and Fredrik Söderberg offered insights into the club's strategy and fan engagement, capped by an electric matchday at Friends Arena against Malmö FF

The Swedish Football Association (SvFF), represented by Helena Taube Rehnmark and Tobias Tibell, outlined how the organization nurtures football from the grassroots to the elite level

Elitfotboll Dam's Tomas Hoszek brought essential perspectives on gender equality and the evolving structures of women's football in Sweden

Mikael Ritsfalk opened the doors to Strawberry Arena, sharing behind-the-scenes insights into delivering a top-tier matchday experience

The delegation from USF - including Dr. Greg Greenhalgh, Dr. Janelle Wells, Eryn McVerry, and an engaged cohort of students - brought energy, curiosity, and critical perspectives that sparked enriching discussions on the contrasts and commonalities between the U.S. and Swedish sports landscapes. 

This exchange reminded us of how much Swedish sport has to be proud of - and how much we can still learn from others. The dialogue between the institutions and students has laid the groundwork for future collaboration and mutual growth. 

The exchange stands as a testament to the value of international academic partnerships in shaping the next generation of sports leaders.