Hello Emilia, what is it like working with one of Sweden’s most prominent sports brands in communications, and how long have you been there?
Hello! I’ve been working with Frölunda HC since the autumn of 2021, so I’m currently in my fourth season – time really does fly when you’re having fun! Most of the time, it’s incredibly enjoyable and rewarding. No day is ever the same, and there are always new challenges to tackle. Working with a "product" that is so widely recognised and loved is both a privilege and, in some ways, quite straightforward. However, it also places high demands on us internally.
We constantly need to deliver at the level expected of us, both on and off the ice, and everything we do is followed closely by supporters and the media. It’s a fast-paced environment with a strong sense of teamwork, and most of the time, we have an amazing time together!
As you know, Never Offside cheered when Frölunda's management decided to bring someone on board with the title “Commercial Communicator” – could you describe your important role?
My job largely revolves around communication linked to generating revenue, both on the private and corporate sides. In practice, this often involves communication via newsletters, SMS, the website, and now also the app. How can we monetise the communication we produce, and how do we effectively deliver our commercial messages to the right target audience at the right time?
How do we attract new customers, and how should we engage with our existing, dedicated fans? I’m also the point of contact for many of our league partnerships.
What about your own sports background and interest – sometimes a fresh perspective can be an advantage, right?
I actually grew up in the ice rink, though not so much in ice hockey. I’m a retired figure skater and trained at an elite level until I graduated high school. After that, I worked for many years as a coach and choreographer. So, to say I’ve spent countless hours in ice rinks would be an understatement, and it seems I have a hard time staying away!
My interest in ice hockey has developed over the years. It started to take shape during my teenage years and grew even stronger when I met my husband, who is a total ice hockey fanatic – let’s just say he absolutely loves what I do for a living!
I think having some level of interest in hockey is important when working with us, but perhaps even more crucial is having a strong sense of community and a general passion for sports. At the office, we don’t have much direct involvement with the actual sport, and as you say, it can be valuable to bring in “outside” experience.
Personally, I come from the entertainment industry and have previously worked extensively with shows, concerts, and performances of all kinds. While there are many differences from what I do now, there’s also a lot of overlap. After all, we’re still in the business of selling live experiences.
How is the work on the Frölunda app progressing, and how does it fit into your role?
It’s moving forward steadily! For us, it’s been crucial to approach this project thoroughly, ensuring it works well from the start, which is why we’ve chosen a "slow and steady" approach. The main reason we initially developed the app was to streamline partner communication. We wanted to gather everything in one place to make the workflow smoother, both internally and for our partners.
Just a month ago, we also integrated private customers into the app, and we’re continuously exploring ways to make it more interactive and engaging for our supporters. How can we include members, season ticket holders, and other target groups to provide added value? And how can we leverage the commercial opportunities that arise?
Finally – how do you celebrate Christmas and New Year outside of the Frölunda family?
There’s not much celebrating outside of the Frölunda family this year, actually, as we have home games during the holidays for the first time in many years, which need to be communicated and promoted. However, I’ll celebrate with my “real” family in Varberg on the 23rd and at home in Gothenburg on the 24th. Then it’s straight back into the hockey world with games at Scandinavium on the 26th and 30th, which I’ll naturally watch live with my husband and our two boys (who, of course, are already little ice hockey enthusiasts at just 4 and 1.5 years old).
New Year’s will be a quiet evening with a few friends at our place for dinner – and most likely the World Juniors on TV... so as you can tell, even the holidays revolve around ice hockey! 😊
