Hi Alexander, what’s it like working at one of Norway’s top football clubs?
It’s incredibly rewarding and at the same time very challenging. Being close to the sport, the supporters, and our partners means that no two days are the same. It’s a role that demands a lot of energy and dedication, but it’s also a passion and a lifestyle that offers both challenges and unique moments you wouldn’t find in any other industry.
You and Raymond Fleld (Managing Director) were the first in a Norwegian football club to adopt a mobile platform and club app – how did that come about?
We saw a great need to consolidate all our content in one place—for supporters, members, our partners, and the club’s staff. It was about creating streamlined and more efficient communication. We started small, but we have a clear vision to make a big push for the app by 2025. The goal is for the app to become the hub for all engagement around the club, strengthening our connection with supporters while providing our partners with an even better platform to showcase themselves.
What’s your own football background and interest in the sport – any other favourite teams?
I’ve been playing football since I was a kid and grew up with the sport. In Sarpsborg, we didn’t have a top-tier team until well into the 2000s, so it was a special feeling when the city finally had a club to rally around. I was involved as a volunteer early on during the collaboration that led to Sarpsborg 08 and became an employee in 2016. I think having elite football in a smaller city like Sarpsborg is incredibly important. It gives the community something to come together around and be proud of.
As for other teams, I used to closely follow the Premier League and La Liga, but these days my focus is entirely on Sarpsborg 08. This is what matters most in Sarpsborg, and we need to get even better at communicating and nurturing that.
How is the work on the Sarpsborg 08 app progressing, and how does it fit into your role?
The work is going really well! We’ve already integrated the B2B section and plan to launch it fully after the new year with the help of Never Offside. The app allows us to bring together our most loyal supporters and key partners in one place, which strengthens both communication and engagement.
This is a strategic investment, and while it means we need to reprioritise other platforms where we currently have a larger reach, we believe in the value of direct communication through the app. It’s an exciting project that will help us grow in the long term.
Finally – how do you celebrate Christmas and New Year outside the S08 family?
We’ve just renovated our home, so this year we’ll be hosting the family with “pinnekjøtt” and other Norwegian Christmas favourites. With several small children in the family, it’ll be full-on and wonderfully chaotic—just as it should be.
As for New Year’s, it’ll be a quiet evening at home, most likely with the World Juniors on TV. It’s hard to completely leave football behind, even during the holidays! 😊
