[ad_1]
Stefan “Hatten” Söderberg is a great profile of AIK.
Now his son Fredrik has been appointed Deputy Director of the Club.
If you like the clutch?
– To be honest, it will be a bit tedious … he tells the soccer channel.
Stefan Söderberg is a well-known name for most AIKs. Söderberg played an important role in the success of the 1990s and has been called “the king of recruits”, among other things. In 2002, however, he left before returning for a brief victory in 2005. As early as May 2016, Söderberg left the job after a conflict with the club administration.
“The hat” (after the hat he used to wear) was a profile during his time at Gnaget, and among other things he based the acquisitions when AIK bought Andreas Andersson from Newcastle for over SEK 20 million.
Her son Fredrik Söderberg has had the role of ticket and marketing manager in recent years. On Monday, however, the message came that he had been raised a little and had become the club’s deputy director, the right-hand man for Björn Wesström.
He didn’t have to think twice before accepting yes.
– I received the question from Björn Wesström if he was interested in working with him as deputy director of the club to jointly analyze how we can strategically develop AIK Fotboll in the short and long term. And of course it does, ”he tells the soccer channel.
What are you going to do
– A direct thing is that I will analyze the different processes that we have around the income areas with which we work, and will develop synergy effects there. This includes my previous work on tickets and annual tickets, among other things.
It remains to be seen who remains to replace or how to replace the tasks Söderberg is now engaged in.
– Party events are a central business for AIK Fotboll, it is something that we must observe, how this work should be continued, who should do it and to what extent. It will be one of my first things to consider, how to distribute the work that I have done before.
Why do you think you got the job?
– Björn can answer that question better, of course, but I think we complement each other well. He has his experience in sports and the world of association, while I have eyes that come from the commercial. I think AIK Fotboll is a very large business and therefore very complex. As a club director, you need to have a very wide range and to get there you need additional bandwidth and that’s what I can complement.
The bond with dad Stefan then? Fredrik Söderberg himself believes that he is somewhat focused on the fact that he is the son of a highly profiled Gnaget.
– You probably think it’s fun (Fredrik edited the work. Note). I understand this is a fun story, but I think it will be a great change. He was mainly a sports manager, I have no experience in sports at all, I have come to AIK because I worked with marketing, sales and event management, there are very different reasons. So I have a great education in AIK and a great vision of AIK, but I think our similarities end. It is more random what made us end there than anything else.
He continues:
– At the time, AIK was really just the men of team A, it was so incredibly associated with that activity that the organization was much smaller. This AIK I work for is a completely different club, with a much broader scope. It’s like two completely different worlds, even if it’s based on the same thing.
Are you equal to AIK: are they both?
– Haha, yes … this is going to be subjective. I’m probably more of a supporter and he’s a more sporty nerd I think. But of course her heart beats for AIK.
How do you feel about the questions about what Stefan did and the connection that will be?
– It can be hilarious if I’m honest … And in reality they are two completely different worlds. He certainly worked as a club director for a while, but mostly he was a sports manager. That is his legacy. I have never worked with sport that way.
Do you have the ambition to reach the top of the tree, either around the sport or somewhere else?
– It would be strange if I did the first day of work if I felt that: “I was not satisfied here …” Haha. My horizon at the moment is to work at AIK Fotboll for the long term to develop the strategies that we are already in the process of taking to the next level.
“The hat” aside, Fredrik Söderberg is ready to go on to new tasks, and above all he and Björn Wesström will find the best way for their next collaboration.
– It will be fun, says Fredrik Söderberg.
