So attracted storpubliken to Friends of the Arena – the game behind the party

"The national team in football"

"So was attracted storpubliken to Friends of the Arena – the game behind the party"

"Behind Saturday's attendance is hiding a detailed strategic plan in which the players' own social media have been crucial."

"But in spite of läktarfest becomes international against Germany, a loss of business for Swedish football."

"We see this as a long-term investment in women's football," says Mikael Jiffer, which is marketing and sales manager at Swedish football association."

"the world CUP-the place is barely to be ready in Viborg on 4 september before the plans began forging."

"the Day after the qualifying match against Denmark started discussions between the Swedish football association and partners in place in Vyborg to find a theme to lift women's football in the spring."

"– We want to make it to a manifesto. The theme was gender equality. During the spring, several campaigns, from eight to ten partners in the aim to highlight gender equality and raise the issue. We needed a catalyst and we use the world CUP as such, " says Mikael Jiffer."

"Landslagschefen Marika Domanski Lyfors, who manages the sports side, probed the possibilities of resistance for the autumn internationals, when the mega-state of Germany accepted the invitation to an early aprilmatch fell the pieces of the puzzle in place."

"It was time for the girls to move into the men's castle, the Friends Arena. At the same time was the objective clear: this skulles switched record attendance. Kick-off: early. Family-friendly."

"– There are no rules for the girls not to play in Stockholm even if damlandslagets hemmaborg is Gamla Ullevi, " says Mikael Jiffer."

"When Sportbladet let the team captain Caroline Seger comment on the decision in november, it sounded like this."

"– the Cross in the ceiling... It is a step in the right direction, " says team captain Caroline Seger."

"What happened after the 12 november is a game behind the scenes who paved the way for the 31 290 that has the ticket in hand and heads to Solna today."

"An important factor in marknadssatsningen have national team players have been. They have pumped out the message about the match on their social platforms. They have done it with the material that the Swedish football association, fed them with."

" It is clear we tried to make the advertising and pushat on for more tickets to be sold. Our social channels are a great forum to get out there, " says the striker Mimmi Larsson."

"– It really means a lot, when they are with and spreading the message. They have wide follow. We always work together with the girls on the way, the men's national team players. Even if the guys doing it more and more are the girls better at it, " explains Mikael Jiffer."

"as soon As the limit of 18 000 tickets sold was reached, the modified message. Then began the Copenhagen press hard on it would be a record attendance."

"A contributing reason for the sale is the humane fares."

"It costs 150 kroner to go in today's match, but you can get away with 50 dollars. If we compare with the most expensive tickets when Swedish spain EM-kvalspelar in June against Malta, there is a difference. Although you can find tickets for 50 sek, but the most expensive cost 500."

"But standard in today's game is consistent with how it usually looks on the damlandskamperna."

"– the Tickets are not cheaper than they usually are when the team plays in Gothenburg. We have not lowered the prices, but not seen a reason to raise. There is a larger proportion of föreningsbiljetter that goes out compared to how it is at the matches in Gothenburg and at the herrlandskamper. We want to create revenue, but we also want to have a lot of people."

"Have you given tickets to boost audience numbers?"

" No, fewer than herrmatcherna then it has happened that we made it."

"box office is important to budget should go together. But despite the fact that the record will to the Friends Arena is international a winning-strategy for Swedish football."

"Overall, there will be no plusaffär, but a good deal," says Jiffer."

"the Causes of the financial loss is multiple:"

"– Arenahyran is more expensive than in Gothenburg, so this huge audience also means other conditions with more personnel and other security, " explains Mikael Jiffer."

"There is sometimes a criticism of the women's team to it do not pull in money for the league, but Mikael Jiffer see this bet as an investment for the future through new and established partners."

"Can it be a continuation of the women's team at Friends?"

"– We have two nationalarenor. The gentlemen might as well play at another place also. But we reach the type of publikantal that this game attracts, we must play in Stockholm."