Quickfire Q&A
This spring’s standout in the Never Offside family is Jakob Westerlund, Commercial Director at Brynäs IF, who led the club through yet another successful season — one that came incredibly close to the ultimate goal.
Jakob, what a season you’ve had – how has the experience been?
Truly outstanding. The support we've received from both our partners and fans has been magical — not just the backing we had going into the season, but how it grew as the season progressed. The power of this club lies in its people — our members and everyone who’s engaged. That can never be praised enough. Of course, it was tough not to take that final step and win the championship on the men’s side, but as I’ve said before, if you look at where we are compared to the last decade, we’re in a strong position to build something truly great for the future.
What do you think has been the key to things clicking for the club – both on the sporting and commercial sides?
They definitely go hand in hand. For us, it’s been crucial to have a clear identity — knowing what values and culture define us. Then it’s about having talented people in all positions and daring to invest off the ice. Focusing on the right revenue streams and creating a sense of shared purpose where we lift each other. That’s how you build something sustainable.
The promotion to the SHL naturally brings increased resources – how have you invested, and what was the past year like commercially?
We’ve had three strong years in a row, with more or less record-breaking numbers in ticket sales, average attendance, season tickets, and partnerships. This year, we broke every record. We’re very grateful for that — but it’s also thanks to the tremendous effort of our entire team. We have incredibly skilled staff. We've also invested heavily in technology and digital solutions, the arena’s infrastructure, and the overall fan experience. That’s something I’m very proud of. We want to give back to our partners — people should be able to trust Brynäs IF.
You're also known as a very generous leader who often emphasizes collaboration within the league – can you elaborate?
Absolutely. If you're big as a club, you should also be kind. We want to be a force people can rely on, in both good times and bad. We carry a big responsibility — for Gävle, for Gävleborg, for our club, and for our stakeholders. Our partners face challenges just like we do — and in those moments, it's our job to show that strong relationships drive business, and that long-term thinking is key. Continuity is everything. Even if things look tough in the short term, that doesn’t mean you compromise on values. That’s something else entirely — we want to be a trusted force in Swedish hockey.
Lastly – what can we expect from your department next season?
The same joy and curiosity — that’s important to me. We’re proud, but never satisfied. So we’ll bring hunger, passion, and positivity into the new season, and we’ll continue working to create even more proud winners — both on and off the ice.
Thank you, Jakob, for taking the time to share your reflections with us. From all of us at Never Offside — have a great summer, and best of luck in taking the next big steps!