GAIS

What GAIS does

GAIS (Göteborgs Atlet- & Idrottssällskap) is a Swedish member-owned football club founded in 1894 and headquartered in Gothenburg. The club operates a men's first team in Allsvenskan (Sweden's top division) following its 2023 promotion from Ettan Södra, a women's team in Division 3 Dam, a youth academy, and an annual GAIS Open youth tournament. For the 2026/27 season, GAIS qualified for the UEFA Conference League qualifying rounds (drawn against FC Nordsjælland). The club is a non-profit sports association (ideell förening) under Swedish law, governed by its members and statutorily barred from transferring competitive football rights to a stock company. It is run by a board chaired by Stefan Tilk with a Klubbchef (Povel Fagerström) leading daily operations, supported by roughly 11-50 employees per the LinkedIn profile.

Revenue is generated through four primary streams: (1) match ticketing and season passes (årskort) sold via the dedicated gais.ebiljett.nu platform for Allsvenskan, Division 3 Dam, and Conference League fixtures at the 18,000-capacity Gamla Ullevi stadium; (2) merchandise sales through the official gaisare.se webshop, Stadium's sports club webshop, the GAIS City physical store on Drottninggatan 69, and matchday stalls; (3) annual membership fees; and (4) corporate sponsorships across main, gold, silver, and general partner tiers (Unibet, Stadium, Goodadvice, SKAB Gruppen, IT'S/Indeship, Select Sport, John Scott's, Länsförsäkringar, Swedbank, Bergkvara, Swedish Supplements). Distribution combines direct-to-consumer ticketing with a multi-channel marketing stack spanning the gais.se website, GAIS Live mobile app, GAIS Play streaming, and social media (Instagram, Facebook, X with 9,397 followers, TikTok, LinkedIn with 3,219 followers). Underlying technology is conventional — third-party ticketing and ecommerce platforms, Google Analytics, Facebook Pixel, and Adform — with no proprietary AI/ML systems or disclosed data assets.

Customer segments split between consumer (individual fans, season ticket holders, group ticket buyers at 50 SEK per person, youth tournament participants) and commercial (corporate sponsors). The club invests in youth development via one of Sweden's leading academies and is expanding its GAIS-gården facility from 2 to 3 pitches, with phase-2 plans for new offices and sports premises targeting a 2027 construction start.

Name

GAIS

Legal name

Göteborgs Atlet- & Idrottssällskap

Website

https://gais.se

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

11–50 employees

Short description

GAIS is a 1894-founded, member-owned Swedish football club in Gothenburg playing in Allsvenskan and qualifying for the 2026/27 UEFA Conference League, generating revenue from ticketing, merchandise, membership fees, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Professional Sports Club Services

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

akta.pro secondary industries

Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Professional football club
• Match ticketing services
• Sports merchandise retail
• Youth football development
• Football academy programs

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket sales: Revenue from selling tickets to men's Allsvenskan matches, women's Division 3 matches, and European Conference League qualification matches at Gamla Ullevi. Tickets are sold via gais.ebiljett.nu with season tickets (årskort) also available.
2. Merchandise sales: Sale of official GAIS souvenirs including match jerseys (home and away 2026), sweatshirts, t-shirts, mugs, and glasses through the official webshop (gaisare.se), Stadium's webshop, GAIS City physical store, and matchday stalls.
3. Membership: Annual membership fees paid by club members. GAIS is a non-profit association (ideell förening) and its statutes (stadgar) state that membership requires paying the annual fee decided at the annual meeting.
4. Sponsorships and partnerships: Revenue from corporate partners including main sponsors, gold partners, silver partners, and general partners. Partners gain visibility on the website, at matches, and through the club's social media channels. Partners include IT'S/Indeship, Goodadvice, Unibet, Stadium, SKAB Gruppen, Select Sport, John Scott's, Swedish Supplements, Länsförsäkringar, Swedbank, and Bergkvara.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

GAIS operates a professional Swedish football club fielding men's and women's teams, generating revenue primarily through match ticket and season pass sales, official merchandise retail via its webshop and physical store, youth football development via academy programs and the GAIS Open tournament, and corporate sponsorship packages. The club delivers the matchday entertainment experience at Gamla Ullevi, runs a youth academy described as one of Sweden's leading, and supports community programs for its member-owned supporter base.

Product overview

GAIS (Göteborgs Atlet- & Idrottssällskap) is a Swedish football club offering a portfolio of products and services centered on its football operations. The core offering includes match ticketing and season passes (via the biljett- och årskortstjänst platform at gais.ebiljett.nu), a mobile application (GAIS Live) for ticket management, news, highlights, and exclusive offers, and a video streaming platform (GAIS Play). The club also operates physical and digital retail channels including the official online souvenir shop (gaisare.se), the GAIS City physical store, and souvenir sales at matches on Gamla Ullevi. Youth football development is supported through the annual GAIS Open youth tournament. These products and services collectively serve supporters, members, and the broader community around the club.

Differentiator

Problem solved

Functional benefit

Brands

• GAIS Live: Official mobile application for GAIS fans providing match tickets, news, match clips, and exclusive offers.
• GAIS Open
• GAIS City
• GAIS-gården
• Gamla Gaisare
• Makrillarna
• Gårdakvarnen
• GAIS Tifo

Products and services

• Match Tickets and Season Passes Online platform for purchasing individual match tickets, season tickets, and group tickets for GAIS home matches, with group rates at 50 SEK per person for teams and school classes (minimum 10 people). Away match tickets to FC Nordsjælland were priced at 225 SEK.
• GAIS Live Mobile App Official GAIS mobile application enabling supporters to purchase and view match tickets and season passes, watch match highlights, read news, track the top scorer league, and access exclusive offers.
• GAIS Play Video streaming platform for GAIS match footage and related video content, hosted at fotbollplay.se/gais.
• Official Souvenir Shop Official online store selling GAIS merchandise including match jerseys (home and away 2026), knitted sweatshirts, pre-season jerseys, t-shirts, mugs, and glasses for fans and supporters.
• GAIS City Physical Store Physical retail location and community gathering space in central Gothenburg selling official GAIS souvenirs including a selection of merchandise.
• GAIS Open Youth Tournament Annual youth football cup for boys and girls in age categories 12-15, organized in collaboration with The Hub and We Love Football, serving youth football development in the Gothenburg region.
• GAIS Club Membership Annual club membership for supporters and community members, governed by GAIS statutes, conferring membership rights in the non-profit association (ideell förening) including voting at annual meetings.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered silver, gold, core, main and minor.

• Swedish SupplementssilverGTM or Marketing Partner · 1 January 2026Swedish Supplements continues as a silver partner for 2026, ensuring that GAIS players have access to high-quality nutritional supplements.
• Länsförsäkringar Göteborg & BohuslängoldGTM or Marketing Partner · 1 January 2026Länsförsäkringar Göteborg & Bohuslän continues as a gold partner for 2026, providing financial and marketing support to GAIS.
• The HubcoreStrategic or Co-development Partner · 1 January 2026The Hub combines association life volume with business logic to create sustainable club economics. Collaborates with GAIS to organize GAIS Open 2026 youth cup.
• We Love FootballcoreStrategic or Co-development Partner · 1 January 2026We Love Football is a leading organizer of youth sports tournaments with many years of experience and good knowledge in sports event project management. Collaborates with GAIS to organize GAIS Open 2026.
• IT'S / IndeshipmainGTM or Marketing PartnerIT'S/Indeship is shown as one of GAIS's main partners with its logo displayed prominently on the partner section of gais.se. Nature of partnership involves brand visibility and marketing support.
• GoodadvicemainGTM or Marketing PartnerGoodadvice is featured as one of GAIS's main partners on the club's website partner section.
• UnibetmainGTM or Marketing PartnerUnibet is displayed as a main partner of GAIS, likely providing sponsorship visibility during matches and on digital platforms.
• StadiummainGTM or Marketing PartnerStadium is a main partner of GAIS, with the club also having merchandise available through Stadium's webshop for sports clubs.
• SKAB GruppenmainGTM or Marketing PartnerSKAB Gruppen is shown as a main partner of GAIS in the partner section of the website.
• Select SportmainGTM or Marketing PartnerSelect Sport is featured as a main partner of GAIS, with its logo displayed on the partner section of gais.se.
• John Scott'smainGTM or Marketing PartnerJohn Scott's is one of GAIS's main partners displayed on the club's website.
• BergkvaracoreGTM or Marketing PartnerBergkvara transported youth from Gårdsten to and from the Allsvenskan 2026 premiere at Gamla Ullevi, demonstrating community support.
• SwedbankcoreGTM or Marketing PartnerSwedbank is a new cooperation partner for GAIS in 2026. The partnership includes financial education for young people about money and savings, reflecting community outreach.
• Föreningen Svensk Elitfotboll (SEF)coreStrategic or Co-development PartnerGAIS is a member of Föreningen Svensk Elitfotboll (SEF), the interest organization for all clubs in Allsvenskan and Superettan. SEF's mission is to lead the development of Swedish elite football at club level, sports, economically, commercially, and administratively. GAIS uses SEF's IT services and other services for ticket purchases.
• TV4minorGTM or Marketing PartnerTV4 runs campaigns and content about GAIS on TV4 Play, featured as a partner/advertiser on gais.se.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Örgryte IS: Örgryte IS is a historic Gothenburg-based football club currently competing in lower Swedish divisions. They share the same local market as GAIS and represent a peer in terms of Gothenburg football heritage and supporter culture.

Direct peers

• BK Häcken: BK Häcken is another Allsvenskan club based in Gothenburg, competing for the same local fan base and sponsorship market as GAIS. Both clubs operate at a similar mid-tier scale within Swedish football.
• IF Elfsborg: IF Elfsborg is a mid-sized Allsvenskan club from Borås. Comparable to GAIS in scale, mid-tier Allsvenskan positioning, and upcoming 2026 fixture against GAIS.
• Hammarby IF: Hammarby IF is a major Allsvenskan club based in Stockholm with strong supporter culture and merchandise sales. Comparable to GAIS in fan-driven commercial model, though at a larger scale, and GAIS recently signed Dennis Collander from Hammarby.
• IK Sirius: IK Sirius FK is an Allsvenskan club from Uppsala of similar scale to GAIS. Both clubs operate as smaller-market Allsvenskan sides competing for survival in the top flight.
• IFK Göteborg: IFK Göteborg is GAIS's primary local rival in Gothenburg, also competing in Allsvenskan. Both clubs share the same home market, sponsor pool, and Gothenburg derby tradition, making them the most directly comparable peer for fan engagement and local sponsorship dynamics.
• IF Brommapojkarna: IF Brommapojkarna is an Allsvenskan club with a renowned youth academy development model. Comparable to GAIS in club scale and academy focus, with upcoming fixtures against GAIS in the 2026 Allsvenskan season.

Broad incumbents

• AIK: AIK is one of Sweden's largest and most established Allsvenskan clubs based in Stockholm. A broader incumbent peer for commercial operations, ticketing scale, and sponsorship portfolio structure, though operating at significantly larger scale than GAIS.
• Djurgårdens IF: Djurgårdens IF is a major Stockholm-based Allsvenskan club with extensive commercial operations. Comparable to GAIS in the Allsvenskan competitive context but at a much larger commercial scale.
• Malmö FF: Malmö FF is Sweden's most successful and largest club, regularly competing in European competitions. A broader incumbent peer for European qualification economics, though operating at a substantially larger commercial and competitive scale than GAIS.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gais_se
• Facebookfacebook.com/gais1894
• LinkedInlinkedin.com/company/gais
• Instagraminstagram.com/gais_se

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 GAIS