A partnership built on passion

Over the years, our work has spanned the full spectrum of the club's operations, including audience growth, CSR initiatives, partnerships, and merchandising. It has been truly rewarding to witness how results have strengthened across all areas of the organization.

Our journey began with "Planer för framtiden", an extensive CSR initiative where the club established three new football pitches in underserved neighborhoods. Alongside this, a clear and impactful social platform was developed. Dragster played a key role in packaging, documenting, and communicating these efforts across multiple channels.

We then initiated a long-term focus on audience development. From previously modest attendance levels, we have seen a steady and consistent increase, seat by seat, leading to today's sold-out matches and a vibrant stadium experience.

A club of IFK Gothenburg's stature relies on strong commercial partnerships. We've supported sponsor development with concepts, activation ideas and communication tools that translate brand value into long-term business relationships, helping partners see themselves as part of something larger.

Supporter engagement no longer lives in one place. From developing the club's website to guiding subscription-based content strategies and digital platforms, we've helped IFK Gothenburg strengthen its presence beyond matchday, creating continuity between the arena and everyday life.

The club's merchandising business has also seen significant growth, with the retail operation continuously setting new sales records. Within partnerships, we have contributed with a structured B2B approach, helping to strengthen the club's positioning and amplify the value of its partner network. This has resulted in a continuous influx of new partners and strong engagement from the business community.

When operational challenges emerged, including heavy pressure on retail shortly before kickoff, we helped rethink the broader matchday experience. By extending activity beyond the arena and integrating digital solutions that allowed supporters to shop in advance and collect on-site, logistical friction became an opportunity for engagement. The result was not just improved flow, but a more dynamic pre-game atmosphere – strengthening both commercial performance and the supporter journey.