How commercialization changed Swedish football
On February 10, the Stockholm School of Economics hosted Olof Lundh – sports journalist and author – for a discussion about his book Den sista lägerelden and the ideas behind it.
In the book, Lundh examines the relationship between sports and television, tracing its development from the 1958 Football World Cup to the present day. He describes how football has evolved from a modest business into a global industry where staggering sums circulate. Lundh also explores how these dramatic changes have influenced football culture in Sweden, as clubs have gradually shifted from being local heroes to global brands and celebrities.
During the event, participants gained insight into Lundh’s perspectives and intentions in writing the book. The discussion provided a deeper understanding of the challenges facing modern football and Lundh’s views on what the future of the sport in Sweden might look like.
Special thanks to Professor Martin Carlsson-Wall for moderating the conversation, and to IDU, Sports Initiative, and Literary Agenda for making this event possible.
