What Mjallby does

Mjällby AIF is a Swedish football club founded on April 1, 1939, through the merger of Lister's IF and Hälleviks IF. Headquartered at Strandvallen arena in Hällevik, Sölvesborg municipality, Blekinge County, the club competes in Allsvenskan (Sweden's top division) and, as 2025 Swedish champions, entered the UEFA Champions League second qualifying round in June 2026. In May 2026, Mjällby added the Svenska Cupen (Swedish Cup) to its trophy haul with a victory over Hammarby IF at Strawberry Arena in Stockholm, completing a domestic double in its 87th year of existence. The club is widely described as one of Europe's smallest elite football clubs, serving a home community of approximately 800 residents while competing at the highest national level.

The club's product portfolio centers on elite men's football and a multi-tiered youth system. The MAIF Akademi operates tiered development tracks from P5 (free) through P19 (3,500 kr annual training fee), with a stated ambition that 50% of the senior squad originates internally. Supporting lines include MAIF Ungdom (broad youth programs), MAIF Allstar (veterans), and MAIF E-Sport (competitive gaming division launched 2022). Commercial products include match ticketing via the proprietary maif.ebiljett.nu platform, a limited-edition Sommarkortet (Summer Card) seasonal pass, official merchandise through MAIF Shop (padded jackets 549 kr, t-shirts 229 kr, water bottles 179 kr), and tiered memberships (700 kr individual / 1,000 kr family). No proprietary technology platform underpins the operation beyond standard ticketing, e-commerce, and content distribution infrastructure (Sportadmin membership portal, e-biljett ticketing, YouTube/MAIF-TV).

Mjällby operates as a member-owned sports association (förening) under Swedish law, with no parent company, external private equity, or venture backing. Revenue is generated through matchday ticketing, membership subscriptions, merchandise sales, and a multi-sponsor commercial portfolio that includes Sölvesborg-Mjällby Sparbank, Sölvesborgs Kommun, Mellby Gård, Head & Shoulders (P&G), Unibet (Kindred Group), DP Sports, and Mustasch (added 2026). The club additionally monetizes its talent pipeline through transfer fees (e.g., Otto Rosengren to Malmö FF) and benefits from UEFA distributions via Champions League qualification. Distribution is direct-to-consumer across digital channels (official website maif.se, Facebook, Instagram, X, YouTube) and physical channels (Strandvallen matchday operations and MAIF Shop).

Name

Mjallby

Legal name

Mjällby AIF

Website

https://maif.se

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

11–50 employees

Short description

Mjällby AIF is a Swedish elite football club founded in 1939 in Hällevik, Sölvesborg, competing in Allsvenskan and the 2026 UEFA Champions League qualifiers, serving local fans, members, youth academy players, and regional/national sponsors.

Ownership category

akta.pro rank

Headquarters

HQ city

Sölvesborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Ticket and Matchday Revenue: Revenue generated from match tickets for Allsvenskan and European matches, summer cards, and 50/50 lotteries at home games.
2. Merchandise Sales: Sale of club merchandise including jackets, t-shirts, water bottles, and other branded apparel through the MAIF Shop (both online and physical shop at Strandvallen).
3. Membership Fees: Annual membership fees charged to individuals (700 kr) and families (1,000 kr), providing revenue and a loyal supporter base.
4. Sponsorships and Partnerships: Revenue from sponsors and partners including Mustasch (communication), Sölvesborg-Mjällby Sparbank, Sölvesborgs Kommun, Mellby Gård, Head & Shoulders, DP Sports, Unibet, and other commercial partners featured on the club's website and matchday materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

Mjällby AIF is a member-owned Swedish elite football club that fields a men's first team competing in Allsvenskan and the UEFA Champions League qualifiers, supported by a youth development pipeline (MAIF Akademi, MAIF Ungdom), match ticketing, official merchandise (MAIF Shop, both physical at Strandvallen and online at maifshop.se), an annual membership program, and commercial sponsorships. The club also operates an e-sports division (MAIF E-Sport) launched in 2022 and a veterans team (MAIF Allstar). Revenues are generated from membership and training fees, ticket sales, merchandise, sponsorships, and player transfers.

Product overview

Mjällby AIF is a Swedish football club offering a comprehensive portfolio centered on elite football participation and community engagement. The core offering is the elite men's team competing in Sweden's Allsvenskan and UEFA Champions League qualification. Supporting services include match ticketing via maif.ebiljett.nu, official merchandise through MAIF Shop (selling jerseys, apparel, and accessories), and the Sommarkortet seasonal pass for four home matches. The club's youth development is anchored by the MAIF Akademi program with training tracks from P10 through senior levels. Additional offerings include MAIF E-Sport (launched 2022) and MAIF Allstar for veteran players. Revenue streams include membership fees (700 kr individual, 1,000 kr family), annual training fees, and merchandise sales.

Differentiator

Problem solved

Functional benefit

Products and services

• MAIF Shop (Official Merchandise Store) Official merchandise store selling branded Mjällby AIF items including padded jackets (549 kr), water bottles (179 kr), crew neck sweatshirts (549 kr), and t-shirts (from 229 kr). Operated both as a physical shop at Strandvallen and as an online store at maifshop.se.
• Sommarkortet (Summer Card 2026) Seasonal pass offering standing-room access to four Allsvenskan home matches during summer 2026. Priced at 649 kr for adults and 249 kr for children up to 12 years. Limited to 100 cards.
• Biljetter (Match Tickets) Match ticket sales for Allsvenskan and UEFA Champions League qualification home matches at Strandvallen, sold via the club's proprietary ticketing platform at maif.ebiljett.nu. Members and season ticket holders receive priority access before general public sales.
• MAIF E-Sport Competitive gaming division of Mjällby AIF that fields the club in e-sports competitions; launched in 2022 as a brand extension beyond traditional football.
• MAIF Akademi (Youth Academy) Talented youth player development program for players from P5 to P19, with the academy's senior teams (P19, P17, P16) targeting progression to the highest national series. Annual training fees: 3,500 kr per year for P19, P17, P16; 900 kr per year for P10-15; free for P5-9. Stated ambition that 50% of the A-team squad and 5 starting XI players come through MAIF's own academy.
• MAIF Allstar Veterans and former-players football team representing Mjällby AIF in friendly and veteran matches; part of the club's community engagement portfolio.
• Memberships (Individual, Family, Stödmedlem Plus) Annual membership subscriptions for supporters, priced at 700 kr per individual and 1,000 kr per family, with a higher Stödmedlem Plus tier offering priority booking for European match tickets. Membership enrollment is handled through Sportadmin (sportadmin.se).

Quantifiable outcome

• Advanced from Division 4 to Allsvenskan in 5 years (1975-1979)
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• MustaschcoreGTM or Marketing Partner · 1 January 2026Mjällby AIF entered a partnership with Mustasch, a communications agency, covering the years 2026 and 2027. The partnership provides support in brand management, communication strategy, and marketing activities for the club.
• Sölvesborg-Mjällby SparbankcoreGTM or Marketing PartnerLocal savings bank and long-term partner of Mjällby AIF, appearing on the club's official partner logos and collaborating on community initiatives such as 'Utanför Rektangeln' and beach cleaning events.
• Sölvesborgs KommuncoreGTM or Marketing PartnerThe municipal government of Sölvesborg partners with Mjällby AIF on community initiatives, appearing on the club's partner logo section and collaborating through 'Utanför Rektangeln' community programs.
• Mellby GårdminorGTM or Marketing PartnerMellby Gård is listed as a partner of Mjällby AIF on the club's official website partner section.
• Head & ShouldersminorGTM or Marketing PartnerHead & Shoulders (Procter & Gamble brand) is listed as a sponsor/partner appearing in the partner logo section of the club's website.
• DP SportsminorGTM or Marketing PartnerDP Sports Management is listed as a partner and appears in the club's sponsor section.
• UnibetminorGTM or Marketing PartnerUnibet (Kindred Group) is listed as a partner appearing in the partner logo section of the club's website.
• Intersport HärlövminorOthersIntersport Härlöv is the club's equipment supplier, offering sports gear at discounted prices for non-academy teams. The academy's training kits are purchased with subsidies from the Puma agreement.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• IK Sirius Fotboll: Allsvenskan club based in Uppsala, comparable in scale and tier to Mjällby AIF. Both operate as smaller-city Swedish top-flight clubs with academy-driven models and similar commercial structures.
• IF Elfsborg: Traditional Allsvenskan club from Borås with similar mid-tier Swedish profile. Competes directly with Mjällby in Allsvenskan and matches Mjällby's blend of local identity and national-league participation.
• Bk Häcken: Gothenburg-based Allsvenskan club renowned for its academy and data-driven recruitment model. Comparable to Mjällby in its emphasis on youth development as a competitive moat.
• Västerås SK: Allsvenskan club from a smaller Swedish city with a comparable community-oriented profile to Mjällby AIF. Operates in the same lower-budget tier of the league.
• Degerfors IF: Historically one of Sweden's smallest elite football clubs, based in Degerfors (population ~7,000). Shares Mjällby's small-town, community-rooted identity and Allsvenskan presence, making it the closest analog in terms of business model and supporter base.

Broad incumbents

• Djurgårdens IF: Major Stockholm Allsvenskan club with significantly larger fan base and commercial scale. Provides a peer for understanding how Mjällby's brand could scale with sustained sporting success.
• AIK Fotboll: Major Stockholm-based Allsvenskan club with national-tier sponsorship reach. Competes directly against Mjällby in Allsvenskan fixtures and represents the upper-tier commercial benchmark in the league.
• IFK Norrköping: Long-established Swedish football club competing in Allsvenskan with a deeper commercial history and bigger fan base than Mjällby, providing a benchmark for traditional Swedish club operations.
• Kalmar FF: Allsvenskan club and historically the opponent in Mjällby's first-ever top-flight match in 1980. A traditional Swedish football club with broader regional catchment than Mjällby.
• Hammarby IF: Larger Stockholm-based Allsvenskan club with significantly greater commercial scale. Mjällby defeated Hammarby IF in the 2026 Svenska Cupen final, and both compete in Allsvenskan.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MjallbyAIFs
• YouTubeyoutube.com/channel/UCgk2aZne4pMta8v38UUkkdg
• Facebookfacebook.com/mjallbyaifs
• Instagraminstagram.com/mjallbyaifs

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mjallby