Thousands of Swedish fans help to write a book called Football.

23 June 2022

Thousands of Swedish fans help to write a book called Football.

All 32 Swedish Allsvenskan and Superettan clubs offer thousands of fans to participate in the writing of the book Fotboll. På riktigt (“Real Football”). Swedish Professional Football Leagues is making this book to highlight stories about all great emotions regarding Swedish football. The book will be on sale in November.

The book is based on the fact that Allsvenskan and Superettan stand for football where fans and members are a central part of the existence of Swedish elite football.

“The time has come for us to manifest that we stand for something completely different. We are proud that Allsvenskan and Superettan are a popular movement that really means something to millions of people. There is a dream of promotion and a fear of relegation. We are proud of our club democracy.” (…) “For this to be genuine, the football fans needs to be the ones writing the book. This is important. For example it can be stories related to football in society or in going to a game with someone special. About the joy or anxiety when the team won or lost. About the passionate feeling in singing hoarsely or how wonderful it is to greet the people working on a non profit basis who always work in the stadiums. Quite simply a book that manifests the love of our football.”

Calle Stjerna, brand manager at Swedish Professional Football Leagues

During the summer, the fans’ stories will be collected and at the league finals this autumn, the bound book of about 250 pages will be on sale.

Swedish Professional Football Leagues, together with the 32-member clubs of Allsvenskan and Superettan, has worked out a new brand promise for Swedish elite football. The new promise “Football. For real.” is partly a reminder of what Allsvenskan and Superettan are, partly a benchmark for what Swedish elite football should be and what football means to the people. To bring the new brand promise to life, thousands of fans are now offered the chance to be part of writing the story of what football means to them. Everyone who contributes and tells stories, and is published, will also have their name in the book.


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