We Love Football Sweden

What We Love Football Sweden does

We Love Football Sweden is a Stockholm-based organizer of youth football tournaments, founded in 2021 and operating with a lean team of 5 employees. The company runs 17 tournaments annually across Sweden, spanning summer outdoor cups (Kalmar FF Sommarcup, Mjällby Sommarcup, Flygfyren Sommarcup, Sölvesborgcupen, Destination Gotland Sommarcup, Skåne Summer Cup, Sälen Summer Games, Stockholmsmästerskapen, GAIS Open), indoor Winter Editions in Borås, Växjö, and Gothenburg, and the international Invitational Cup marketed as The Nordic Championship. Tournaments cover boys and girls from U8 to U19 age groups, with participation scaling from 30 teams at the international event to over 160 at Mjällby Sommarcup, and teams drawn from 7 countries for the flagship international cup.

The company monetizes through three revenue streams: tournament participation fees paid by teams and clubs registering via welovefootball.se, sponsorship and partnership revenue from six major brand partners (Strawberry as head partner, plus adidas, Stadium, SkiStar, Destination Gotland, and Gowell), and affiliate commissions on partner offers (Stadium football boots, Gowell beverages, Strawberry hotel bookings). Distribution is event-driven and B2B2C: the company recruits teams through direct online registration, local club and federation partnerships, and partner-driven cross-promotion, with 50,000+ TikTok followers and Instagram highlights serving as primary marketing channels.

Supporting the core tournament portfolio, We Love Football operates the WLF Spelarstöd (Player Support) subsidy program for economically disadvantaged participants and a Partner Deals discount program. The company has begun diversifying beyond football through the co-organized Fryshuset Basket Cup 2026 in Stockholm, signalling early vertical expansion of its youth sports event-management platform. No core proprietary technology or AI/ML capabilities are disclosed; operations run on a CMS-based website with standard registration workflows.

Name

We Love Football Sweden

Legal name

We Love Football

Website

https://welovefootball.se

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

We Love Football Sweden is a Stockholm-based organizer of 17 annual youth football tournaments across Sweden, serving boys and girls U8-U19 clubs through participation fees, brand sponsorships, and partner affiliate revenue, with growing international reach.

Ownership category

akta.pro rank

Product category

Sports Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Amateur Event & Tournament Organizers (Meets, Invitationals, Opens) (MPAKACAL)

akta.pro secondary industries

Youth & Amateur Sports Tournaments (MPAGAMAF), Championship & Cup Organizers (MPAKADAB)

Keywords

• Youth football tournaments
• Sports event management
• Soccer cup organization
• Youth sports events
• Tournament management services

Headquarters

HQ city

Sweden

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Tournament Participation Fees: Revenue generated from teams and clubs paying participation fees to register for youth football tournaments across Sweden.
2. Sponsorship and Partnership Revenue: Revenue from partnerships with major brands including Strawberry (head partner), adidas, Stadium, SkiStar, Destination Gotland, and Gowell who sponsor tournaments and receive brand visibility.
3. Partner Deal Commissions: Revenue from partner offers including hotel bookings via Strawberry with discounted rates that support player support programs, and partner discounts on products like Stadium football boots and Gowell drinks.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

We Love Football Sweden organizes and manages youth football tournaments across Sweden, including summer cups, winter indoor editions, and international invitational events such as the Invitational Cup. The company also operates the WLF Spelarstöd player support program that subsidizes participation for economically disadvantaged players, and a Partner Deals discount program offering exclusive offers from partner brands including hotels, sports retailers, and beverage providers.

Product overview

We Love Football is a leading organizer of youth football tournaments and sports events in Sweden, operating a portfolio of 17 distinct tournament products across multiple locations and age groups. The core offering consists of summer tournaments (soccer cups) including Kalmar FF Sommarcup, Invitational Cup (The Nordic Championship), Mjällby Sommarcup, Flygfyren Sommarcup, Sölvesborgcupen, Destination Gotland Sommarcup, Skåne Summer Cup, and Sälen Summer Games, alongside winter indoor editions held in Borås, Växjö, and Gothenburg. The company also organizes the Stockholm Championship series and GAIS Open tournament. Supporting services include WLF Spelarstöd (Player Support) — a financial assistance program enabling economically disadvantaged players to participate — and a Partner Deals discount program offering exclusive offers from Strawberry hotels, Stadium sports retail, and other partners. The company also co-organizes non-football events like the Fryshuset Basket Cup, demonstrating event management expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Kalmar FF Sommarcup Football tournament for girls and boys aged U8-U16 held in Kalmar during July 2026.
• Invitational Cup Prestigious international youth football tournament for U14 teams held in Malmö, described as 'The Nordic Championship'. Fourth consecutive year of the tournament featuring teams from multiple countries.
• Sälen Summer Games Football tournament for boys U13 held in Sälen during July 31 – August 2, 2026.
• Mjällby Sommarcup Football tournament for girls and boys aged U8-U13 held in Sölvesborg during July 31 – August 2, 2026, with over 160 teams registered.
• Flygfyren Sommarcup Football tournament for girls and boys aged U8-U15 held in Norrtälje during July 31 – August 2, 2026.
• Stockholmsmästerskapen (Stockholm Championship) Youth football tournament series in Stockholm for various age groups (U8, U9-U11, U12-U13) held in October 2026, open to girls and boys.
• GAIS Open Youth football cup organized in collaboration with GAIS and The Hub for boys U12-U15 and girls U14-U15, held in Gothenburg October 30 – November 1, 2026.
• WLF Winter Edition Borås U14 Indoor football tournament on artificial turf for boys U14 held in Borås, November 20-22, 2026.
• WLF Winter Edition Växjö Indoor football tournament on artificial turf for boys U12 held in Växjö, December 18-20, 2026.
• WLF Winter Edition Göteborg Indoor football tournament for girls U12 (2015) and boys U12-U13 (2015 & 2014) held in Gothenburg, January 15-17, 2027.
• WLF Winter Edition Borås U12 Indoor football tournament on artificial turf for boys U12 held in Borås, February 19-21, 2027.
• Sölvesborgcupen Football tournament for girls and boys aged U10-U15 held in Sölvesborg, June 18-20, 2027.
• Destination Gotland Sommarcup Football tournament for girls and boys aged U10-U15 held in Visby, June 19-22, 2027.
• Skåne Summer Cup Football tournament for girls and boys aged U8-U16 held in Malmö, July 2-4, 2027. Had over 100 registered teams for 2026.
• Fryshuset Basket Cup 2026 Basketball tournament for youth teams held in Stockholm at Fryshuset, August 28-30, 2026. Organized by We Love Football together with Fryshuset Basket.
• WLF Spelarstöd (Player Support) Financial support program allowing teams to apply for subsidized participation in We Love Football tournaments. Enables players from economically disadvantaged backgrounds to participate in tournaments regardless of financial circumstances.
• Partner Deals (Partner Offers) Partner discount program providing exclusive offers to We Love Football participants from partner companies including hotels, sports retailers, and food/drink providers.

Quantifiable outcome

• 17 tournaments organized annually
• +3 more outcomes

Named customers1 record

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 secondary.

• GAIScoreStrategic or Co-development Partner · 27 May 2026We Love Football is co-organizing GAIS Open 2026 youth cup together with GAIS and The Hub. The tournament takes place October 30 – November 1, 2026 in Gothenburg, targeting boys U12-U15 and girls U14-U15.
• Fryshuset BasketsecondaryStrategic or Co-development Partner · 18 May 2026We Love Football co-organizes Fryshuset Basket Cup 2026, a basketball tournament in Stockholm, demonstrating expansion into other youth sports beyond football.
• StrawberrycoreGTM or Marketing Partner · 3 February 2026Strawberry is the main/head partner of We Love Football. As one of the Nordic region's most well-known hotel chains with over 200 hotels in Scandinavia, Strawberry provides accommodation options for teams, leaders, and families during tournaments at discounted rates. Bookings through We Love Football links also support the Spelarstöd player support program.
• adidascoreGTM or Marketing PartnerAdidas, intimately associated with football globally, partners with We Love Football to provide brand presence at tournaments. The partnership aims to convey the authentic football experience that generations of players have associated with the three-stripe brand.
• StadiumcoreGTM or Marketing PartnerStadium, where Swedish families shop for sports equipment, partners with We Love Football. The partnership shares the conviction that everyone should have the opportunity to participate in sports. Offers include 20% discount on football boots for tournament participants.
• SkiStarsecondaryGTM or Marketing PartnerSkiStar operates Scandinavia's most visited ski resorts and understands how to create family experiences that last. Their partnership with We Love Football reflects this expertise in sports and family event experiences.
• Destination GotlandcoreGTM or Marketing PartnerDestination Gotland (the ferry company) connects the mainland with Visby and enables hundreds of teams to travel to Gotland Sommarcup each summer. Without Destination Gotland, the Gotland Sommarcup would not be possible. They offer sports pricing for ferry bookings.
• GowellsecondaryGTM or Marketing PartnerGowell provides functional beverages without sugar and caffeine, enriched with vitamins, minerals, and antioxidants. The partnership offers players, leaders, and families a healthy choice during long tournament days. 20% discount available for We Love Football participants.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• LeagueApps: US-based youth sports league and tournament management platform. Comparable as a technology-enabled youth sports event organizer/operator, though providing software infrastructure rather than direct tournament operations.
• Heja: Nordic-origin team management app for amateur and youth sports clubs. Compares as an adjacent youth sports platform serving overlapping target customers (youth football families and clubs) with complementary tooling.

Direct peers

• S:t Erikscupen: Sweden's largest domestic youth football cup series organized through the Stockholm Football Association. Comparable as a domestic Swedish youth football tournament with multi-city structure, though operated by a regional federation rather than a private company.
• Dana Cup: Major international youth football tournament held annually in Hjørring, Denmark. Directly comparable as a Nordic youth football tournament organizer attracting international teams, competing for the same cross-border participation market.
• Gothia Cup: The world's largest youth football tournament, held annually in Gothenburg, Sweden. Directly comparable to We Love Football as the dominant Swedish operator of youth football tournaments with international participation, though at much larger scale.
• Norway Cup: One of the world's largest youth football tournaments held annually in Oslo, Norway. Directly comparable as a Nordic peer organizing international youth football competitions with broad age-group offerings.

Others

• adidas: Global sportswear brand and current core sponsor of We Love Football. Relevant as the partnership shapes much of WLF's brand experience and represents a major stakeholder in the youth football ecosystem.
• Strawberry: Nordic hotel chain and head partner of We Love Football. Critical ecosystem participant providing accommodation infrastructure for tournament participants and channeling bookings into the Spelarstöd player support program.

Broad incumbents

• Svenska Fotbollförbundet (SvFF): The Swedish Football Association, governing body for football in Sweden. Operates national youth competitions and sets standards for the ecosystem in which We Love Football competes, representing a broader institutional incumbent.
• Stockholm Football Association (SFF): Regional football federation organizing youth football competitions in the Stockholm area. Wider organizational mandate than WLF but directly competes for the same youth teams and tournament registrations in the Stockholm market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/welovefootball
• TikToktiktok.com/@welovefootball_world
• LinkedInlinkedin.com/company/we-love-football-sweden

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 We Love Football Sweden