‘The clubs solve challenges off the pitch’

How does elite football contribute to a socially sustainable society?

– Every day the clubs have a great impact on their local communities. Football unites and brings different groups together. With almost 3 million people watching football live (2019) and even more sitting at home on the sofa watching TV, we know that we influence a lot of people. The clubs use their position even off the pitch. We see initiatives that help solve challenges such as physical inactivity, mental illness, social inequality, unemployment and loneliness. Most importantly, the clubs work locally with other sectors and for groups in the local community.

At Swedish Elite Football, you have calculated, in economic terms, the social benefits generated by elite football. What did you find?

– In 2020, we released the report ‘Fotbollsplanen mitt i byn’ [The Football Pitch at the Heart of the Community], written by the economist Ingvar Nilsson, together with Eva Lundmark Nilsson and Jesse Kemppinen. By looking at examples from four clubs as well as research and examples from other sectors, we have begun to describe the social value generated by elite football clubs. In the long term, it is worth several billion kronor. It is important to highlight that the values come about in conjunction with others or as part of a value chain. One thing is certain: we now know that clubs help bring about great social benefits.

How is the coronavirus pandemic affecting elite football’s social sustainability work?

– We see in the short term that the clubs have been hit hard financially, resulting, for example, in people being furloughed. In some instances, it has affected the members’ ability to further develop their business. At the same time, some clubs have scaled up and stepped on the gas! We have also seen signs that things that were once impossible are now possible. Many are alive to the fact that we are a strong partner to link up with, and new partnerships have been entered into. I believe that, in the long term, all thirty-two clubs will, as a consequence, have cross-sectoral partnerships designed to contribute to a more socially sustainable society.

Karin Heri was interviewed by Filippa Morfiadakis, consultant at New Republic. ‘Three Quick Questions…’ is a series of interviews conducted by New Republic.