About the matchday experience
Pre‑match insights and presentations
The programme kicked off at 14h30 with sessions led by Siri Wallenius, Head of International Relations, focusing on key operational pillars such as Hospitality, Food & Beverage, Fan Engagement, and Safety & Security. Together with Ola Gällstad and colleagues, Malmö FF shared both practical insights and strategic perspectives, encouraging open discussion and peer‑to‑peer knowledge exchange among participants.
Throughout these sessions, it became clear that stakeholder engagement and community involvement play a central role in Malmö FF’s long‑term vision. The club consistently aligns its matchday operations with wider strategic pillars, including sustainability, youth development and inclusivity across both the men’s and women’s teams.
Stadium tour and operational insights
At 16h00, the group embarked on a stadium tour guided by Jerry Wihlborg, gaining access to both front‑ and back‑of‑house areas. The tour covered hospitality spaces, the fan zone, pitch access and key operational areas, while also placing particular focus on the away supporters’ section and the home ultras’ areas. These visits offered valuable insights into supporter culture and crowd management.
One interesting operational approach discussed during the tour was Malmö FF’s handling of standing areas. For domestic fixtures, the club removes standard seating entirely to create dedicated standing sections, rather than using permanent safe‑standing systems. For European competitions, these areas are converted back to seated configurations, allowing flexibility while remaining compliant with competition regulations.
Participants also learned about recent safety measures introduced following incidents involving projectiles being thrown onto the pitch by home supporters. As a result, Malmö FF was required to install a large protective net in front of specific sections. While the measure has proven effective, it also illustrated the ongoing challenge clubs face in balancing safety requirements with an optimal viewing experience for supporters.
Hospitality and matchday atmosphere
A particularly striking moment during the tour was a return visit to one of the main hospitality areas, where approximately 1,800 guests were dining simultaneously. Despite the scale of the operation, the atmosphere remained calm and well organised. A clear demonstration of Malmö FF’s strong capabilities in managing large‑scale hospitality in an efficient and controlled way.
Match experience and evening programme
Following the stadium tour, participants returned to the VIP-area for a networking dinner featuring Swedish cuisine, before enjoying the match from premium seating. The evening concluded with post‑match drinks and an informal closing moment, offering further opportunities for reflection and conversation before returning to the hotel.
Club culture and fan engagement
Beyond the matchday itself, additional context around the club further enriched the experience. Malmö is a notably young city, with approximately 48% of residents under the age of 35, which is strongly reflected in the club’s approach to fan engagement. Malmö FF also operates under a member‑ownership model, with at least 51% of the club owned by its supporters, ensuring that no external majority shareholder can take control of the club.
This fan‑centric philosophy is visible in initiatives such as the structured loyalty system for away matches, where ticket access is managed through a points‑based system that rewards attendance. Moreover, the club actively involves all supporter groups, including ultras, in decision‑making processes, reinforcing a strong sense of shared ownership and responsibility.
Thank you Malmö FF!
ESSMA would like to thank Malmö FF for their exceptional hospitality and openness throughout the visit, with special thanks to Ola Gällstad and the entire Malmö FF team for openly sharing their expertise and experiences. A sincere thank you as well to our partners L‑Acoustics and Extreme Networks for their continued support in making this Matchday Experience possible.
We hope to welcome you all to one of our upcoming events!
