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Opportunities for AIK

Opportunities for AIK. Agenda History of the club AIK SWOT analyse Comparison with Manchester United Sponsorship? Recommendations. What is AIK?. History. ”The Gnaget”. AIK = Allmänna Idrottsklubben ”The public sport club” Founded 1891 by Isidor Behrens 1896 began to play soccer

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Opportunities for AIK

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

  2. 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 • 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 • Negative revenues • Previous bad reputation • Bad hockey team • Not enough qualifications for Int. league • Popular only in Stockholm Strengths Weaknesses

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

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

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