IF Troja
IF Troja-Ljungby is a Swedish ice hockey club founded in 1948 in Ljungby, fielding men's HockeyAllsvenskan and women's DamEttan teams at SP Arena and running an NIU-certified youth hockey academy, hospitality services, and a multi-tiered corporate partner program for fans, families, and local businesses.
- Company typePrivate
- Founded1948
- HeadquartersLjungby, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What IF Troja does
IF Troja-Ljungby is a private Swedish sports association (idrottsförening) founded on March 22, 1948, headquartered at SP Arena (Fritidsvägen 5, 341 40 Ljungby), which operates competitive ice hockey teams, a multi-tier youth development academy, and arena-based hospitality and food-and-beverage services. The club fields a men's senior team in HockeyAllsvenskan (Sweden's second-tier professional league) and a women's senior team in DamEttan, supported by U20 and U18 squads, an NIU/LIU-certified hockey gymnasium in partnership with Sunnerbogymnasiet, and entry-level Tre Kronors Hockeyskola programming for children born 2018-2021. Historical on-ice credentials are notable for a club of its size: 6 alumni NHL players (Pierre Engvall, Mattias Weinhandl, Jacob Larsson, Roger Johansson, Oscar Fantenberg, Helge Grans) and 8 NHL draft picks, with four jersey numbers retired in 2026 honoring club legends.
The club's commercial offering spans six revenue streams: (1) match-day tickets and season tickets (Seriekort/Säsongskort) priced 1,450–5,500 kr and sold via the Tickster platform; (2) recurring membership tiers (Klubbmedlem 100–500 kr, Miljonklubben 1,248 kr, 1948 Club 1,948 kr) — with Miljonklubben growing from 271 members in 2025/2026 toward a stated 1,948 target; (3) a multi-tiered corporate partnership program with three Huvudpartners, eight Platinum partners, and Gold/Silver/Brons tiers including SP Maskiner, Ljungby Maskin, CTC, Traryds Metall, Mjäla Buss, Ljungby Energi, Electrolux Professional, CCM, Länsförsäkring Kronoberg, HP Tronic, Scandium Bil, Intersport and Handelsbanken; (4) food, beverage and conference operations through wholly-owned subsidiary Ljungby Konferens & Restaurang AB, which runs Restaurang Slagskottet, Scandiumbaren, Puben, Bryggan and arena catering with lunch at 129 kr and conference bookings; (5) the Halva Potten 50/50 match-day lottery; and (6) recurring summer/autumn/sportlov hockey camps (U10–U16).
The go-to-market is event-driven around home fixtures at SP Arena (3,350 capacity, 1,487 seats, renamed from Ljungby Arena in June 2025), supplemented by a multi-channel digital presence (Facebook, Instagram, YouTube, LinkedIn, TikTok, X, and email newsletter). Distribution combines direct ticketing through Tickster, on-site restaurant and conference bookings, and hockey-camp registration via Laget.se. The organization is volunteer-intensive, with a small paid kansli (office) team supplemented by volunteer coaches, leaders, and officials; revenue figures are not publicly disclosed. Strategically, the club is investing in three commercial levers simultaneously: arena monetization through naming rights and hospitality (Matchloger from 6,890 kr/match, Säsongsloger), the Miljonklubben membership base, and the women's-team / DamEttan vertical.
IF Troja firmographics
Firmographics- Name
- IF Troja
- Legal name
- IF Troja-Ljungby
- Website
- https://troja-ljungby.com
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- IF Troja-Ljungby is a Swedish ice hockey club founded in 1948 in Ljungby, fielding men's HockeyAllsvenskan and women's DamEttan teams at SP Arena and running an NIU-certified youth hockey academy, hospitality services, and a multi-tiered corporate partner program for fans, families, and local businesses.
- Ownership category
- akta.pro rank
Where IF Troja is headquartered
LocationHeadquarters
- HQ city
- Ljungby
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
IF Troja business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others
Revenue model
- Ticket and Season Ticket Sales: Revenue from match tickets, season tickets (seriekort), and säsongskort for men's and women's teams playing in HockeyAllsvenskan and DamEttan.
- Membership Fees: Club membership with three tiers: Klubbmedlem (100-500 kr), Miljonklubben (1,248 kr), and 1948 Club (1,948 kr) with varying benefits.
- Corporate Partnerships and Sponsorships: Partner tiers including Huvudpartners, Silverpartners, Bronspartners, and Partners. Includes Trojakronan (per-ticket contribution), season loges, match hosting, and Miljonklubben membership.
- Food and Beverage: Restaurant Slagskottet, Scandiumbaren, Puben, Bryggan, and catering services at SP Arena. Also includes lunch service and conference bookings.
- Halva Potten Lottery: 50/50 lottery at matches where half goes to a winner and half to club operations.
- Hockey Camps: Revenue from summer, autumn, and sport break hockey camps for youth players U10-U16.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Season Tickets 2025/2026 |
| Subscription | Annual | Season Cards 2026/2027 |
| Unit Pricing | Pay-as-you-go | Restaurant Slagskottet Lunch |
| Unit Pricing | Pay-as-you-go | Restaurant Packages for Matches |
| Subscription | Annual | Membership Tiers |
| Unit Pricing | Pay-as-you-go | Match Loges |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
IF Troja product offering
Product offeringCore offering
IF Troja-Ljungby operates a multi-level ice hockey sports club in Ljungby, Sweden, offering match entertainment for men's (HockeyAllsvenskan) and women's (DamEttan) teams, a youth development pathway (Tre Kronors Hockeyskola, junior teams, NIU/LIU Hockeygymnasium), hockey camps, and arena hospitality including match lounges, restaurants, and conference facilities at SP Arena. Revenue is generated through ticket sales, season tickets, membership tiers, corporate sponsorships, food and beverage, and the Halva Potten lottery.
Product overview
IF Troja-Ljungby operates as a multi-level ice hockey sports club offering a unified portfolio of match entertainment, youth development, and hospitality services. Core offerings include match tickets and season tickets (Seriekort/Säsongskort) for men's and women's teams competing in HockeyAllsvenskan/DamEttan. The club runs extensive youth development programs through NIU/LIU Hockeygymnasium, Tre Kronors Hockeyskola, and Hockeycamper (summer/autumn/sports break camps). Hospitality products span Matchloger, Säsongsloger, Matchvärdskap, and Restaurang Slagskottet. Membership tiers include Miljonklubben and 1948 Club. Supporting services include Arenakortet, Halva Potten lottery, Trojakronan sponsorship, and Istiden ice scheduling.
Differentiator
Problem solved
Functional benefit
Brands
- Tre Kronors Hockeyskola: Youth hockey school program for children born 2018-2021, run in cooperation with the Swedish Ice Hockey Association
- Miljonklubben
- 1948 Club
- Matchloger
- Restaurang Slagskottet
Products and services
- Seriekort (Season Tickets) Season/series tickets granting access to home matches in SP Arena for the men's and women's hockey teams, with discounted playoff pricing.
- Matchbiljetter (Match Tickets) Individual match tickets for home games sold through the Tickster platform.
- Hockeycamper (Youth Hockey Camps) Youth hockey development camps offered during summer, autumn break, and sports break (sportlov), focusing on individual skating, stickhandling, and shooting techniques for players U10-U16.
- NIU/LIU Ishockeygymnasium (Elite Youth Hockey Education) National and local elite hockey education programs combining high school studies with elite hockey training for students aged 16-19, delivered in partnership with Sunnerbogymnasiet and certified by the Swedish Ice Hockey Federation (one of 33 certified programs nationwide).
- Miljonklubben (Million Club Membership) Premium annual membership program offering benefits including priority ticket access, discounts at the team shop and restaurant, invitations to exclusive events, and free entry to selected matches. Annual fee 1,248 kr.
- 1948 Club VIP membership tier priced at 1,948 kr annually, providing exclusive pre-match VIP area access, premium seating, and all Miljonklubben benefits.
- Matchloger (Match Lounges) Premium hospitality lounges rented for individual matches, including food, beverages, and seating for 8-16 guests with pre-match briefings from the coaching staff.
- Säsongsloger (Season Lounges) Annual lounge rentals with corporate seating, advertising exposure, conference facilities, and access to team management.
- Matchvärddskap (Match Hosting) Corporate match hosting packages including tickets, catering, brand exposure on media cube and in match programs, and player meet-and-greets.
- Trojakronan (Troja Crown) Corporate and individual sponsorship program where participants contribute a per-ticket amount (e.g., 10 kr), receiving free entry and brand exposure in return.
- Restaurang Slagskottet Restaurant and conference facilities within SP Arena serving daily lunch (129 kr, with pensioner discount 109 kr Wed-Thu), match-day dining, catering services, and conference bookings for corporate clients.
- Tre Kronors Hockeyskola Entry-level hockey school for children born 2018-2021, offering free introductory training through November, run in cooperation with the Swedish Ice Hockey Association.
- Corporate Partner Program Multi-tier corporate sponsorship program including Huvudpartners, Platinum/Platiumpartners, Gold/Guldpartners, Silverpartners, Bronspartners, and Trojakronan tiers with varying brand exposure, hospitality, and signage benefits.
- Klubbmedlem (Club Membership) Standard annual club membership with three sub-tiers: Youth (100 kr), Adult (300 kr), and Family (500 kr), offering community membership benefits.
Quantifiable outcome
- Produced 6 NHL players and 8 NHL draft picks historically
- +2 more outcomes
Companies that use IF Troja
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
IF Troja technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
IF Troja partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship and core.
- SP Maskiner i Ljungby ABflagshipMain arena partner (Huvudpartner) since June 2025. Renamed Ljungby Arena to SP Arena in June 2025. Primary partner with naming rights.
- Scandium Bil ABflagshipGold partner (Guldpartner) and main sponsor of team building content. Presenting partner for Lagbygget (team building) pages.
- Ljungby MaskinflagshipMain partner (Huvudpartner) - equipment and machinery company based in Ljungby.
- CTC ABcorePlatinum partner with ongoing support to club operations.
- Traryds Metall ABcorePlatinum partner providing financial support.
- Mjäla Buss ABcorePlatinum partner - bus transportation company.
- Ljungby EnergicorePlatinum partner - local energy company.
- Electrolux ProfessionalcorePlatinum partner - professional kitchen equipment.
- CCMcorePlatinum partner - hockey equipment supplier. Partners with Troja for equipment purchases.
- Länsförsäkring KronobergcorePlatinum partner - regional insurance company.
- HP TroniccorePlatinum partner - electronics/technology.
- Silverstone/ATV SwedencoreTrojakronan partner at 10kr level - powersports company.
- IntersportcoreGold partner - sports equipment retailer. Partner for equipment purchases at hockey gymnasium.
- HandelsbankencoreGold partner - major Swedish bank.
- SunnerbogymnasietflagshipEducational partner for NIU (National Elite Sports High School) and LIU (Local Sports Education). Hockey gymnasium collaboration since establishment.
- LjungbybostädercoreHousing company providing priority housing queue for NIU students relocating for hockey gymnasium.
- Ljungby Konferens & Restaurang ABflagshipSubsidiary company operating conference facilities and restaurant (Slagskottet) in SP Arena.
- Svenska IshockeyförbundetflagshipGoverning body - certifies NIU hockey gymnasium program. One of 33 certified programs nationwide.
- TickstercoreOfficial ticketing platform partner for tickets, season cards, and membership sales.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
IF Troja competitors and assessment
Company assessmentDirect peers
- BIK Karlskoga: BIK Karlskoga is a HockeyAllsvenskan club with a comparable small-town identity and historical presence in Swedish hockey. It is structurally similar to IF Troja-Ljungby in league position, community-engagement model, and reliance on corporate partners.
- Örebro HK: Örebro HK is a HockeyAllsvenskan club operating a full community hockey model across men's, women's, and youth teams. It is a like-for-like peer for benchmarking arena revenue, sponsorship packaging, and season-ticket performance in the second tier.
- Nybro Vikings IF: Nybro Vikings IF is a HockeyAllsvenskan club from a small Småland town — closely matching IF Troja-Ljungby's small-town catchment, community-driven model, and dependence on local corporate sponsorship.
- AIK Hockey: AIK Hockey plays in HockeyAllsvenskan and operates a multi-team community structure with men's, women's, and extensive youth development programs. While based in Stockholm rather than a small town, it is a direct league and operational peer for ticketing, sponsorship, and membership strategies.
- Modo Hockey: Modo Hockey has competed in HockeyAllsvenskan in recent seasons and is a historic Swedish hockey club from Örnsköldsvik with a strong small-city identity and NHL alumni tradition. It is comparable to IF Troja-Ljungby in league, regional brand strength, and youth-development emphasis.
- IF Björklöven: IF Björklöven is a HockeyAllsvenskan club from Umeå with a comparable small-city community identity and a similar history of developing NHL-caliber players. It is one of the closest structural analogs to IF Troja-Ljungby in terms of league tier, regional footprint, and reliance on strong youth programs and corporate partnerships.
- Tingsryds AIF: Tingsryds AIF is a fellow HockeyAllsvenskan club based in neighboring Tingsryd, also in Kronoberg County. It competes directly with IF Troja-Ljungby for regional fans, sponsors, and youth talent, and operates a comparable small-town community model with similar revenue streams (tickets, sponsorships, hospitality).
- Almtuna IS: Almtuna IS is a HockeyAllsvenskan club based in Uppsala. It is a direct comparable peer in terms of league tier, arena-based revenue model, and reliance on ticket, season-ticket, and partnership income from a mid-sized Swedish city catchment.
- Västerås HC: Västerås HC plays in HockeyAllsvenskan and operates a similar multi-tier community hockey club structure with men's, women's, and youth teams. It is a like-for-like league and operational peer for benchmarking matchday revenue, sponsorship tiers, and season-ticket pricing.
- Södertälje FK: Södertälje FK competes in HockeyAllsvenskan and offers a similar portfolio of match tickets, memberships, hospitality, and youth development programs. It is a useful operational benchmark for community-based Swedish hockey clubs at the second tier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
IF Troja social profiles
Digital presenceIF Troja financial estimates
Financial estimateRevenue estimate
Valuation estimate
IF Troja leadership team
Management profileNumber of profiles
Profiles18 records
IF Troja subsidiaries and ownership
Company hierarchySubsidiaries1 record
IF Troja funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IF Troja M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IF Troja
What does IF Troja do?
IF Troja-Ljungby operates a multi-level ice hockey sports club in Ljungby, Sweden, offering match entertainment for men's (HockeyAllsvenskan) and women's (DamEttan) teams, a youth development pathway (Tre Kronors Hockeyskola, junior teams, NIU/LIU Hockeygymnasium), hockey camps, and arena hospitality including match lounges, restaurants, and conference facilities at SP Arena. Revenue is generated through ticket sales, season tickets, membership tiers, corporate sponsorships, food and beverage, and the Halva Potten lottery.
Is IF Troja a public or private company?
IF Troja is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was IF Troja founded?
IF Troja was founded in 1948. It employs 11 to 50 people.
Where is IF Troja based?
IF Troja is headquartered in Ljungby, Sweden, in the Europe region.
How does IF Troja make money?
Six revenue lines are on record. Ticket and Season Ticket Sales are the primary driver. The others are membership Fees, corporate Partnerships and Sponsorships, food and Beverage, halva Potten Lottery and hockey Camps.
Who are IF Troja's main competitors?
Direct peers on record are BIK Karlskoga, Örebro HK, Nybro Vikings IF, AIK Hockey, Modo Hockey, IF Björklöven, Tingsryds AIF, Almtuna IS, Västerås HC and Södertälje FK.
Does IF Troja have an API?
No public API is recorded for IF Troja.