What AFC Eskilstuna does

AFC Eskilstuna is a Swedish professional football club founded in 2007, originally as Athletic FC in Stockholm before relocating to Eskilstuna in 2017 and adopting its current name following a merger with Eskilstuna City. The club operates a complete football ecosystem: a men's senior team (A-lag) currently competing in Ettan Norra (Sweden's third tier), men's and women's futsal teams, and a youth academy (AFC Akademi) with 9 teams across age groups P10 through U19, approximately 150 players and 18 coaches. The senior team plays home matches at Tunavallen, a 7,114-capacity municipal arena built in 2002 on the site of the original 1923 stadium.

The club's commercial operation runs on multiple revenue lines: matchday ticket sales and season subscriptions via the Ticketco platform (110 SEK/month adult, 85 SEK/month pensioner/student, 6-month minimum), tiered corporate memberships through the "2007-klubben" sold via Wecall Sports, a multi-tier sponsorship program (Gold/Silver/Bronze with CSR-linked variants), merchandise via a Stadium retail partnership, parking, and a 50/50 lottery. Its underlying technology stack includes Ticketco for ticketing, 360Player for member and player management, and AFC Play (fotbollplay.se/afceskilstuna) for streaming and content. The primary customer segments are local Eskilstuna/Södermanland football supporters, youth players aged 10-19, and regional corporate sponsors across sectors including real estate (KFast, Stadsvillan), energy (EEM), logistics (Eskilstuna Logistik), equipment (Puma), and retail (ICA Maxi, Stadium).

The club underwent a major ownership and financial restructuring in 2024 after facing tax debts and economic crisis; founder Alex Ryssholm sold shares to Danish investor Christian Iversen for 1 SEK, who then donated them back, enabling local business owners to assume control under chairman Håkan Ringkvist, who halved the debt and restored profitability. The current management team, led by Klubbchef Peter Harich and Sportchef Melke Alan, oversees a sporting recovery in 2026 (7th in Ettan Norra with 2nd-place recent form) alongside community-facing CSR programs including summer football in multiple Eskilstuna districts and inclusion initiatives with Föreningen Grunden.

Name

AFC Eskilstuna

Legal name

AFC Eskilstuna

Website

https://afc-eskilstuna.se

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

AFC Eskilstuna is a Swedish third-tier (Ettan Norra) football club serving the Eskilstuna/Södermanland region, operating a senior team, futsal teams, and a 9-team youth academy, funded through ticket and season subscriptions via Ticketco, tiered corporate sponsorships, merchandise, and municipal arena access.

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

Keywords

• Professional football club
• Youth football academy
• Futsal teams
• Sports membership programs
• Match sponsorship services

Headquarters

HQ city

Eskilstuna

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others, Marketing or Sales

Revenue model

1. Matchday Revenue: Revenue from ticket sales for home matches at Tunavallen, including individual match tickets and season pass subscriptions with monthly payment options.
2. Membership Revenue: Revenue from supporter memberships including adult, pensioner, and student categories. Also includes 2007 Club corporate membership tiers.
3. Sponsorship & Partnerships: Revenue from corporate sponsors across partnership tiers: Gold partners, Silver partners, Bronze partners, and CSR Gold partners. Includes brand exposure, tickets, and member benefits.
4. Merchandise Sales: Revenue from club merchandise through Stadium retail partnership and club shop.
5. Parking Revenue: Revenue from parking facilities at Tunavallen arena for match attendees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

AFC Eskilstuna operates a multi-tier professional football organization offering a senior men's A-team competing in Ettan Norra, a youth academy covering P10 through U19 age groups, men's and women's futsal teams, matchday ticket sales at Tunavallen, season pass subscriptions, corporate membership through the 2007 Club, merchandise via Stadium retail, and digital content distribution through AFC Play.

Product overview

AFC Eskilstuna is a professional football club offering a comprehensive range of services centered around competitive football participation and fan engagement. The core product is the football club competing in Ettan Norra with teams spanning from senior A-lag (men's) to youth academy (P10-U19) and futsal programs for both genders. The club's service portfolio includes match ticketing (via Ticketco), a monthly season pass subscription model (Årskortsprenumeration), corporate membership (2007-klubben), a youth academy development program (AFC Akademi), and video streaming (AFC Play). The club also operates a 50/50 lottery and futsal teams for both men and women. The product ecosystem is interconnected, with the youth academy feeding talent into the A-lag, and various membership and subscription programs providing recurring revenue while deepening fan engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• AFC Eskilstuna A-lag (Senior Men's Team)

Quantifiable outcome

• Youth players progressing from academy to A-team: Vincent Lif (born 2008) increased from 2 appearances in 2025 to 7 in 2026
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

22 partnerships are on record, tiered core and minor.

• KFastcoreOthersGold/Main partner of AFC Eskilstuna. Real estate company providing major sponsorship support. Also serves as CSR Gold partner with community-focused initiatives.
• EEM (Eskilstuna Energi & Miljö)coreOthersGold partner and CSR Gold partner. Local energy and environmental services company supporting club through sponsorship and community programs.
• Eskilstuna LogistikcoreOthersGold partner and CSR Gold partner. Local logistics company providing major sponsorship and community support.
• PumacoreOthersGold partner providing official kit and equipment supplier partnership. International sports brand serving as main equipment sponsor.
• SwerobcoreOthersGold partner. Sponsor providing financial support at the top partnership tier.
• StadsvillancoreOthersGold partner. Real estate/property company as top-tier sponsor.
• ICA Maxi EskilstunaminorOthersSilver partner. Major grocery retail chain with local store sponsorship.
• SSG (Säkerhets Gruppen)minorOthersSilver partner. Security services company supporting as sponsor.
• BiltjänstenminorOthersSilver partner. Vehicle services company as sponsor.
• TunatrafikminorOthersSilver partner. Traffic/transport company as sponsor.
• Best BemanningminorOthersSilver partner and CSR sponsor. Staffing/recruitment company supporting club and community programs.
• StadiumminorOthersBronze partner and retail partner. Sports retail chain selling AFC merchandise and serving as club shop partner.
• Johnson ByggminorOthersBronze partner. Construction/building materials supplier as sponsor.
• Terra ABminorOthersSilver partner and CSR sponsor. Company supporting summer football activities and community programs.
• Eskilstuna Rekarne SparbankminorOthersCSR sponsor. Local savings bank supporting community programs.
• Föreningen GrundencoreStrategic or Co-development PartnerPartnership with association for people with disabilities and mental health challenges. AFC invites members to matches and aims to offer football opportunities, creating inclusive community engagement.
• Eskilstuna UnitedcoreStrategic or Co-development PartnerLocal football club collaboration for summer football activities and youth development programs. Joint initiatives in community outreach including Årby, Skiftinge, Lagersberg, Fröslunda, and Brunnsbacken areas.
• 360PlayercoreTechnology or IntegrationOfficial technology platform partner providing team management, player registration, and communication tools. Powers AFC's digital infrastructure and AFC Play streaming platform.
• TicketcocoreTechnology or IntegrationOfficial ticketing partner providing digital ticket sales, season pass subscriptions, and payment processing platform for match tickets and annual subscriptions.
• Wecall SportsminorChannel Partner/ Reseller/ DistributorSales partner handling 2007 Club corporate membership sales. Manages business partner recruitment and customer service for corporate memberships.
• Eskilstuna Kommun (Kultur & Fritid)minorOthersLocal government partner supporting summer football activities and youth community programs. Co-funders of summer vacation football initiative.
• EttanfotbollminorOthersLeague organization. AFC competes in Ettan Norra division. League provides competition structure, awards (Goal of Month, Young Talent of Month), and streaming platform (Ettanplay).

Scale indicators9 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Örebro SK: Higher-tier Swedish club previously linked to AFC via player pathway (Aleksandar Azizovic progression). Comparable football operations, academy structure, and sponsor ecosystem in Södermanland-adjacent region.
• Sandvikens IF: Swedish lower-division football club with similar size, regional market, and reliance on community/corporate sponsorship for revenue.
• IFK Luleå: Northern Swedish football club competing in Ettan, comparable tier and small-market operating dynamics.
• Karlbergs BK: Competitor in Ettan Norra, AFC's actual league. Comparable in division, geography (Stockholm), and academy/community model.
• Sollentuna FK: Stockholm-region football club with similar tier, academy structure, and community-driven operating model.
• Vasalunds IF: Swedish football club operating in lower divisions with comparable youth academy scale and local sponsorship reliance.
• IFK Haninge/Stockholm: Stockholm-area football club competing in lower Swedish divisions with youth academy focus, similar community-based supporter model.
• Degerfors IF: Fellow Swedish football club with history of Allsvenskan/Superettan oscillations. Competes in similar divisions with comparable matchday-revenue and academy-driven model.

Broad incumbents

• BK Häcken: Higher-tier Swedish club (Allsvenskan) that defeated AFC in 2019 Swedish Cup final. Comparable football operations and sponsor model at larger scale.
• IF Brommapojkarna: Stockholm-based Swedish football club with strong academy tradition (similar to AFC's academy focus). Comparable youth development infrastructure and former rival in 2018 promotion playoff.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/afceskilstuna
• Instagraminstagram.com/afceskilstuna
• LinkedInlinkedin.com/company/afc-eskilstuna

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 AFC Eskilstuna