Två världar, ett spel : En komparativ studie om skillnader kring marknadsföringsstrategier mellan dam- och herrlag inom svensk elitfotboll

This thesis presents a comparative study that analyzes differences in marketing strategies between women’s and men’s football within Swedish elite football. To identify the differences, interviews were conducted with different Swedish elite football clubs that have both women’s and men’s representative teams. The study applies a thematic analysis to identify key themes and patterns that highlight the marketing approaches for each team. The study aims to provide insights into how different marketing strategies can improve audience engagement, and to address the potential differences between women’s and men’s football. This study uses a theoretical framework that includes sports marketing, customer loyalty and relationship marketing, brand equity, segmentation, marketing mix, integrated marketing communication (IMC) and customer experience. The results reveal significant differences often due to historical, cultural and economic factors. Therefore the need for a more tailored and experience- driven marketing strategy is highly required with the aim to reduce the commercial gap within the elite football landscape.