Christian Godden, Head of Strategy at Malmo FF on the role of community in driving international partnerships and long-term development for Sweden's most successful football club. The former strategic Director and Partner at BBDO in the Nordics, advising global brands on marketing and communications, explains Malmo FF’s unique model of competing in human currency rather than financial resources. Owned by its 14,110 members, it puts community engagement at the heart of its business, with initiatives like educational programs and job placement services. It is community and relationships, he argues, that work harder for the club than data-driven strategies in brand building and societal development.
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