Tom Rasmussen
Jul 2, 2024

Don’t chase your dreams. Build your dreams.

Fredrik Soderberg

From Ticketing Manager to CEO: Fredrik Söderberg's Journey with AIK "Don’t chase your dreams. Build your dreams." This could be the motto for the latest episode of, where we sit down with Fredrik Söderberg, CEO of the renowned Swedish football club AIK.

If you’re looking for in-depth perspectives on ticketing and its importance for your football club – look no further. This episode has everything you need and more. Fredrik’s unique career trajectory, from heading the ticketing department to leading one of Sweden's biggest top-tier football clubs, provides an extraordinary perspective on the intersection of sports management and ticketing.

       GUEST Fredrik (1)-kopi 2
What to Expect:

Fredrik Söderberg's career at AIK began in the ticketing and marketing department, where he honed his skills in managing fan engagement and ticket sales. His deep understanding of the ticketing landscape laid a solid foundation for his eventual rise to CEO. In this episode, Fredrik shares insights on how his background in ticketing benefits his current role, emphasising the importance of strategic planning and innovative marketing.

Key Highlights:

  1. Strategic Ticketing Insights: Fredrik discusses how AIK's approach to ticket sales has evolved, focusing on marketing automation and creating a sense of urgency among fans. Learn how these strategies have doubled their season ticket sales since 2018.

  2. Balancing Business and Passion: Transitioning from a ticketing manager to CEO, Fredrik emphasises the delicate balance between maintaining financial health and fostering a passionate fan base. His insights into AIK’s strategic planning and community engagement are invaluable for anyone in sports management.

  3. Future of Ticketing: With advancements in technology and the rise of marketing automation, Fredrik explores the future of ticketing. Discover his predictions on how data-driven decision-making will continue to shape the industry.


Why You Should Tune In

Whether you're a ticketing manager aiming to climb the career ladder, or a sports executive interested in innovative strategies, this episode is packed with actionable insights. Fredrik's journey is a testament to the critical role that ticketing plays in the broader scope of sports management.

Tune in to and gain valuable knowledge on the future of ticketing and sports management. Listen to the full episode here 👇



Please feel free to connect with us on LinkedIn to stay updated on the latest in the ticketing industry and expand your knowledge. 


Get the latest news and insights straight to your inbox