What Next? The Currency of the Belonging in Sport
Nov 15, 2025
Christian Godden, Head of Strategy at Malmö FF and former strategic director at BBDO Nordics, dives into the vital role of community in football. He shares how Malmö FF operates on 'human currency,' prioritizing community engagement over financial resources. From innovative educational programs to building resilience through trust, he explores how sports foster belonging. Christian argues for balancing data with genuine relationships, emphasizing that technology should connect, not isolate people. This conversation reveals the power of community in shaping a club's identity.
AI Snips
Chapters
Books
Transcript
Episode notes
Belonging As Competitive Advantage
- Malmö FF competes in "human currency" not financial currency by converting community into structural capital.
- The club's membership ownership forces it to "out-belong" richer clubs as its strategic advantage.
Hospitality And Education Programs
- Malmö FF runs a large hospitality venue that hosts partners and about 1,800 guests on match days to cement business relationships.
- The club runs education-linked youth programs that require school performance to continue training, boosting graduation rates.
Turn Community Programs Into Outcomes
- Use partner networks to place long-term unemployed people into jobs through coordinated local business relationships.
- Tie community programs to measurable social outcomes like high-school qualification to drive real impact.
