1. Opportunities for AIK Agenda History of the club AIK SWOT analyse
Comparison with Manchester United
Sponsorship?
Recommendations
What is AIK?

2. ”The public sport club”
History
”The Gnaget”
AIK = Allmänna Idrottsklubben
”The public sport club”
Founded 1891 by Isidor Behrens
1896 began to play soccer
1900 won their first premiership (winners for 10 times)
Hockey, soccer, bandy, bowling, floorball
Present situation…

3. SWOT analyse Strengths Weaknesses Good organization Negative revenues
Previous bad reputation
Bad hockey team
Not enough qualifications
for Int. league
Popular only in Stockholm
Good organization
The biggest club in Sweden
The highest avg attendance
per game
Good team - good scores
Sponsorship – Åbro, Nissan
First sport club with own
website

4. SWOT analyse Opportunities Threats Possible decrease interest in
football
Bad results
Not the most popular Swedish
football team abroad
Good relationships with
media
Use of players in media
promotion
Potential to grow
Attracting families
An apple and an orange...

5. Global Manchester, Local AIK
R&D
Production
Marketing
Sales and
services
Upstream
Downstream
AIK
Manchester United
On field
Sponsorship
Low brand awarness
Informative website
Restaurant together with Åbro
Off field
Partnership
High brand awarness
Promotional website
The learning from the best…

6. Recommendations Increase awarness of the brand
Partnerships with Scandinavian Clubs
Good results
Improve image
Brand of sport club not just
football team
Thank you for your attention!