Stadium Experience : A Qualitative Study about the Experience Economy in the Swedish Allsvenskan.

Abstract: Title: Stadium Experience, A qualitative study about the experience economy in Allsvenskan. Introduction: Managing a professional football club today is no easy task. Not only do you have to deliver good results on the field but also create a memorable experience to attract the audience. Teams in Swedish top league Allsvenskan have a problem attracting spectators, where different projects exists today to mend the situation. Purpose: The purpose of this thesis is to study if Swedish football clubs can learn from the experience industry of how to develop their stadium experience. Method: The thesis consists of a qualitative study conducted through semi-structured telephone interviews with central persons in football clubs in Swedish Allsvenskan. Results and conclusions: In the thesis it is studied how clubs in Allsvenskan work with developing experiences. In the study it has emerged that clubs have a lot to learn from experience industry. Today they are relying on volunteers and are dependent on old stadiums. The teams in Allsvenskan are not successful with delivering sense appealing stadium activities and surroundings nor are they delivering a unified and clear theme as suggested by the theory. The Experience Economy is not implemented in Allsvenskan.