goals and strategies 2013-2017 For Swedish

The Association  Goals and Strategies for Swedish football in 2013–2017 Page 2 of 20 The sights are set! Goals and Strategies for Page 3 of 20 Swedish football in 2013–2017

1 The sights are set!

At our annual general meeting in late March 2013, the Swedish Football Association (Swedish FA) committed itself to a new strategic direction for 2013–2017.

We have now set our sights moving forward to 2017 on three areas of activity for this period: development of football as a , the growth and development of the football clubs, and the growth and development of the Association itself. At the same time, we have highlighted four areas of particular importance that together comprise what we refer to in the document as the method and approach, namely: Communication, Leaders, Facilities and Funding.

Our collective ability and capacity to work towards these goals every day - 365 days a year - is absolutely critical if we are to be where we want to be by 2017.

I and the Board of Directors of the Swedish FA believe and expect that the work commencing in spring 2013 to discuss, prioritise and implement the strategy in our regular activities will be extremely successful.

Swedish football is facing many challenges as well as great opportunities today. We alone can address these challenges and take the actions that are needed. No one will do it for us.

Irrespective of whether you are active at the local, regional, or central level, our collective mission is to create the best possible conditions for players and leaders in our associations to play and organise football, to grow regardless of our level of ambition, to aspire even higher, and, above all, to have fun!

Thank you for your commitment to Swedish Football!

Karl-Erik Nilsson President of the Swedish Football Association Goals and Strategies for The sights are set! Swedish football in 2013–2017 Page 4 of 20 The sights are set! Goals and Strategies for Page 5 of 20 Swedish football in 2013–2017

Goals and strategies for Swedish football in 2013–2017

1 The sights are set!...... 3

2 Goals and strategies for Swedish football in 2013–2017...... 6

3 A broad-based approach...... 6

4 Swedish football 2013–2017...... 8 4.1 Design & implementation 8 4.2 Explanation of the structure 9

5 Explanation of the structure...... 10 5.1 Method and approach 10 5.2 Areas of activity 10 5.3 Action plans 11

6 Definition of terms...... 12

7 Our vision...... 12

8 Our operational blueprint...... 13

9 Our core principles and values...... 13

10 Method and approach...... 14 10.1 Method and approach – Communication 14 10.2 Method and approach – Leaders 14 10.3 Method and approach – Facilities 14 10.4 Method and approach – Funding 14

11 Our goals and strategies...... 15

12 Our strategic objectives 2013–2017...... 16

13 Our scope of activity and strategies...... 18 13.1 Our development of football as a sport 18 13.2 Our development and growth of the football clubs 18 13.3 Our development and growth of the Association 19 Goals and Strategies for Goals and strategies for Swedish football in 2013–2017 Swedish football in 2013–2017 Page 6 of 20

2 Goals and strategies for Swedish football in 2013–2017

• To set out and define the future direction of Swedish football.

• To provide support and clear guidance with regard to the long-term strategies and goals for maximising the effectiveness of future initiatives and activities to promote football in .

• To build a platform designed to further strengthen football’s position in the community and as a leading .

3 A broad-based approach

August The Association’s Board Meeting 23 March More in-depth draft to AGM committees and regions Establishing Goals & Strategies 23–25 Nov 2013-2017 National Conference UEFA Euro Enhanced content Chairman’s Conference The main features are Workshop presented 24 March– Planning and 14 May implementation Draft Proposals Aug–Oct Dec–Jan Goals 2013-2017 sent Regions, SEF & EFD Sent out for to the delegates of football clubs discuss comments and the Chairman’s the contents and make responses Conference suggestions

2012 2013 July May May June April April March August October January February December November September A broad-based approach Goals and Strategies for Page 7 of 20 Swedish football in 2013–2017

The process of developing a strategy document for Swedish football for the period 2013-2017 started in May 2012 with discussions at board level within the Swedish FA.

The process started in earnest in conjunction with the Chairman’s Conference in Kiev in June 2012, during the UEFA European Championship, and involved the participation of regional associations and other interested organisations.

The outcome of these discussions formed the basis for open consultations at eight locations around Sweden where anyone could contribute to the debate on the future of Swedish football.

These consultations were led by the President of the Swedish FA, Karl-Erik Nilsson, and saw about 300 people participate overall. The discussions during the consultation sessions were decisive in guiding the formulation of the draft strategy paper that was presented at the National Conference in November 2012.

This was followed by a subsequent consultation with a further opportunity for the regional associations, support organisations and other interested parties to influence the content. In February 2013, the proposals and suggestions were summarised and a final version was presented at the Swedish FA’s AGM on 23 March 2013. The AGM took the decision to adopt a new strategy for Swedish football for the period 2013-2017. Work is now continuing through the next budget and fiscal year to translate words into actions. This will be done by involving elected representatives at both the national and regional levels. Goals and Strategies for Swedish football 2013–2017 Swedish football in 2013–2017 Page 8 of 20

4 Swedish football 2013–2017

4.1 Design and implementation

Vision

Action Action Action

2014 plan plan plan HOW, WHEN AND WHOM HOW,

Strategic objectives

Communication

Leaders Strategies Strategies Strategies Football The Facilities 2013 Football Clubs Association WHAT AND WHAT WHY Funding

Operational blueprint & core principles Swedish football 2013–2017 Goals and Strategies for Page 9 of 20 Swedish football in 2013–2017

4.2 Explanation of the structure

Vision

Areas of activity Method and approach

METHOD AND APPROACH Communication AREAS OF AREAS OF AREAS OF ACTIVITY ACTIVITY ACTIVITY METHOD The The The AND APPROACH development development development Leaders of football as of the football of the METHOD a sport clubs Association AND APPROACH Facilities

METHOD AND APPROACH Funding

Operational blueprint & core principles Goals and Strategies for Explanation of the structure Swedish football in 2013–2017 Page 10 of 20

5 Explanation of the structure

5.1 Method and approach

COMMUNICATION

LEADERS

FACILITIES

FUNDING

• Constitutes an extentsion of our basic principles and values and increases awareness of our approach and aspirations with regard to a number of key issues.

• Provides a platform for the formulation of our goals, strategies and action plans, and will serve as a guide for decisions taken on a day-to-day basis.

5.2 Areas of activity

DEVELOPMENT OF FOOTBALL AS A SPORT

DEVELOPMENT OF THE FOOTBALL CLUBS

DEVELOPMENT OF THE ASSOCIATION

• Our three areas of activity constitute a collective concept that embraces all of the initiatives and activities undertaken to develop Swedish football.

• For each respective area of activity, there are strategies that define what is needed to achieve our strategic objectives. Explanation of the structure Goals and Strategies for Page 11 of 20 Swedish football in 2013–2017

5.3 Action plans

ACTION PLAN Development of football as a sport

ACTION PLAN Development of the football clubs

ACTION PLAN Development of the Association

• Based on our methodology and approach and our strategic goals an analysis will be conducted looking at how ”Goals and Strategies for Swedish Football 2013–2017” is to impact on our work and efforts as we move forward.

• Action plans outlining actions, efforts, priorities and initiatives that set out HOW the work will be implemented, WHEN it will be done and WHO will be responsible. Goals and Strategies for Definition of terms Swedish football in 2013–2017 Page 12 of 20

6 Definition of terms

Vision A dream which, unlike ordinary dreams, sets out the basis for the actions needed to realise it.

Operational blueprint Describes the raison d’être of our organisation and its underlying idea and ideals.

Core principles Values and behaviours that underpin our activities and are expected of our employees, our external partners and those who represent us.

Strategic objectives The most important goals over a 3–5 year period.

Strategies Those initiatives that are needed in order to achieve the strategic objectives.

Method and approach The starting points for action according to our basic principles and values.

Action plans Plans for actions to be implemented during a specific period of time with a clear description of what is to be achieved, how this is to be done, when it is to be done, and who is to be responsible.

7 Our vision

Football - The - For everyone, everywhere Operational blueprint Goals and Strategies for Page 13 of 20 Swedish football in 2013–2017

8 Operational blueprint

• The Swedish Football Association is the national governing body for three different : football, and .

• The Swedish Football Association is to be an active and proactive national association within FIFA, UEFA, the Swedish Sports Confederation and the Swedish Sports Educational Association.

• The Swedish Football Association is to develop, coordinate and administer its various sports in Sweden and to represent them at both the national and international level.

• The Swedish Football Association is to strive for and actively work towards achieving the situation where everyone will be able to have the chance to participate based on their own abilities and ambitions.

9 Our core principles and values

• We want everyone to succeed and we look out for each other.

• We lead by example and show openness and respect for each individual as a person, and the principle of human equality in general, as well as combating all forms of discrimination and promoting the work for equality and diversity.

• All activities in Swedish football are based on participation, commitment and credibility and are operated according to the principles of democracy with all decisions taken accordingly.

• Football activities are based on voluntary leadership and are characterised by joy, fellowship and fair play.

• Football activities are to be available to everyone and are to actively contribute to the welfare of the general public and the values held by the community in general.

• With football as the focus, we are actively engaged in both our own activities and operations within the sport and in society in general.

• We believe in the constant need for personal development and growth and strive for a good balance between continuity and innovation. Goals and Strategies for Method and approach Swedish football in 2013–2017 Page 14 of 20

10 Method and approach

10.1 Method and approach - Communication

We see communication as a critical ingredient for success in the football enterprise and in the work to increase the visibility of our impact on the individual, the sport and the community, as well as to highlight the scope of our activities.

We are the voice of Swedish football and actively seek to involve the majority of football’s stakeholders and partners in a joint communication strategy that enables Swedish football to achieve good communications both internally and externally.

We provide information to the general public as well as special communications targeted at specific groups, and in our communications we make every effort to be perceived as informative, open and transparent.

10.2 Method and approach - Leaders

We see our football leaders/organisers and leadership as a critical resource in the continuing development and growth of Swedish football. We regard everyone performing voluntary work in the football movement as leaders/organisers.

We are engaged in developing leadership through actions and activities, and we take joint responsibility for raising the status of being a leader in football activities and its organisations.

We strive to ensure that the make-up of the representatives in the elected bodies reflects the diversity of football.

10.3 Method and approach - Facilities

We regard the provision of adequate infrastructure and facilities as one of the fundamental basic preconditions for providing opportunities for everyone to play football in their local communities.

Via the use of public facilities, we want to ensure that the experience of playing football is in an environment that is enjoyable, safe and secure.

10.4 Method and approach - Funding

We want to create opportunities for everyone to be able to participate in , and we are implementing a long-term plan to ensure a healthy balance between income and expenditure.

We are adopting initiatives to develop commercial revenue streams within Swedish football. Our goals and strategies Goals and Strategies for Page 15 of 20 Swedish football in 2013–2017

We work with the football clubs and support organisations based on the principle that the income generated should remain in the community where it is generated and expenses incurred should also be covered by income from the community.

11 Our goals and strategies

• Swedish football is a key player within Swedish society at large, and we want to develop and strengthen our position both nationally and internationally.

• Based on our operational blueprint, vision, basic principles and values, and our methods and approach, we want to increase awareness of our strategic objectives in order to focus attention on our goals.

• We also want to highlight a number of strategies that are crucial for the accomplishment of our goals. These are organised within our three areas of activity: the development of football as a sport, the development and growth of the football clubs, and the development and growth of the Association itself. Goals and Strategies for Our strategic objectives for 2013–2017 Swedish football in 2013–2017 Page 16 of 20

12 Our strategic objectives for 2013–2017

• Strengthen our position as an important player in the efforts to create an integrated Sweden.

• Strengthen our position as an important player in society on the basis of our mission statement.

• Achieve increased representation in the process for strategic decisions made concerning international football.

• Organise several international football events.

• Increase the number of people participating in the sport.

• Increase the number of volunteers who actively work as leaders.

• Encourage more players to play longer.

• Facilitate more well-trained leaders.

• Sweden’s women’s national football team will win medals in international competitions.

• The men’s national team, U21 team and national futsal team will qualify for the European Championship and the World Cup.

• Help the national youth team focus on qualification for tournament finals as a way of training towards future successes.

• At least one Swedish women’s team will reach the finals of the Women’s UEFA Cup every season.

• At least one men’s team will reach the group stage of the European club competitions every season. Our strategic objectives for 2013–2017 Goals and Strategies for Page 17 of 20 Swedish football in 2013–2017 Goals and Strategies for Our scope of activity and strategies Swedish football in 2013–2017 Page 18 of 20

13 Our scope of activity and strategies

13.1 Development of football as a sport

• Swedish football will jointly develop content for, and create a coherent vision of, player training based on the theme ”Play, enjoy, learn!”.

• We will further develop the concept of leadership to encompass all voluntary work within Swedish football.

• We will develop and adapt approaches to training, games and competitions in order to allow more opportunities for more people to play football.

• We will further develop and make training programmes available that are appropriate for specific target groups, as well as in-service training in leadership and football.

• We will work to ensure that children and young people have structured opportunities to play football within the framework of the regular school day.

• We will work to create environments where players can work on personal growth and development all the way to the highest elite level.

13.2 Development of the football clubs

• We will create a platform to strengthen the status and stature of leadership by volunteers.

• We will increase awareness of the football clubs’ value for the community with well-functioning organisations and well-trained leaders who will reflect the diversity of society.

• We will develop a method of working, practices and forms of organisation tailored to the needs of the country and its regions in order to become better adapted to its purposes and to increase the general interest in football.

• Our football clubs should positively promote health and football activities and provide opportunities for everyone to benefit regardless of their personal situation.

• We will develop an effective partnership with the Swedish Sports Education Association that is adapted and well-suited for football activities. Our scope of activity and strategies Goals and Strategies for Page 19 of 20 Swedish football in 2013–2017

13.3 Development of the Association

• We will develop the commercial platform for continued financial growth.

• We will systemise our work in order to enhance the position of Sweden by arranging more international tournaments and events.

• We will encourage and stimulate cooperation and partnership.

• We will assert the interests of football in the community and our role in the debate as a popular national movement.

• We will develop strategies that will guide and involve the football operations in their entirety. The Swedish Football Association +46 (0)8-735 09 00 svenskfotboll.se

This brochure is also available as a downloadable PDF at svenskfotboll.se/fogis