goals and strategies
2013-2017
For Swedish FOoTBaLL
The Swedish Football Association
Goals and Strategies for
Swedish football in 2013–2017

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The sights are set!
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1
Goals and Strategies for
Swedish football in 2013–2017
The sights are set!
At our annual general meeting in late March 2013, the Swedish Football Association
(Swedish FA) committed itself to a new strategic direction for 2013–2017.
We have now set our sights moving forward to 2017 on three areas of activity
for this period: development of football as a sport, the growth and development
of the football clubs, and the growth and development of the Association itself.
At the same time, we have highlighted four areas of particular importance that
together comprise what we refer to in the document as the method and approach,
namely: Communication, Leaders, Facilities and Funding.
Our collective ability and capacity to work towards these goals every day - 365
days a year - is absolutely critical if we are to be where we want to be by 2017.
I and the Board of Directors of the Swedish FA believe and expect that the work
commencing in spring 2013 to discuss, prioritise and implement the strategy in our
regular activities will be extremely successful.
Swedish football is facing many challenges as well as great opportunities today.
We alone can address these challenges and take the actions that are needed.
No one will do it for us.
Irrespective of whether you are active at the local, regional, or central level,
our collective mission is to create the best possible conditions for players and
leaders in our associations to play and organise football, to grow regardless of
our level of ambition, to aspire even higher, and, above all, to have fun!
Thank you for your commitment to Swedish Football!
Karl-Erik Nilsson
President of the Swedish Football Association
Goals and Strategies for
Swedish football in 2013–2017
The sights are set!
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The sights are set!
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Goals and Strategies for
Swedish football in 2013–2017
Goals and strategies for
Swedish football in 2013–2017
1
The sights are set!. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2
Goals and strategies for Swedish football in 2013 –2017. . . . . . . . . . 6
3
A broad-based approach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
4
Swedish football 2013–2017. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
4.1
Design & implementation
8
4.2
Explanation of the structure
9
5
Explanation of the structure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
5.1
Method and approach
10
5.2
Areas of activity
10
5.3
Action plans
11
6
Definition of terms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
7
Our vision. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
8
Our operational blueprint. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
9
Our core principles and values. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
10
Method and approach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
10.1
Method and approach – Communication
14
10.2
Method and approach – Leaders
14
10.3
Method and approach – Facilities
14
10.4
Method and approach – Funding
14
11
Our goals and strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
12
Our strategic objectives 2013 –2017. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
13
Our scope of activity and strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
13.1
Our development of football as a sport
18
13.2
Our development and growth of the football clubs
18
13.3
Our development and growth of the Association
19
Goals and strategies for Swedish football in 2013–2017
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Goals and Strategies for
Swedish football in 2013–2017
Goals and strategies for
Swedish football in 2013 –2017
2
•
To set out and define the future direction of Swedish football.
•
To provide support and clear guidance with regard to the long-term strategies
and goals for maximising the effectiveness of future initiatives and activities
to promote football in Sweden.
•
To build a platform designed to further strengthen football’s position in the
community and as a leading sport in Sweden.
A broad-based approach
3
August
The Association’s
Board Meeting
23 March
More in-depth draft to
committees and
regions
AGM
Establishing
Goals & Strategies
2013-2017
23–25 Nov
National Conference
UEFA Euro
Enhanced content
The main features are
presented
24 March–
Aug– Oct
Dec–Jan
Goals 2013-2017 sent
to the delegates of
the Chairman’s
Conference
Regions, SEF & EFD
football clubs discuss
the contents and make
suggestions
Sent out for
comments and
responses
January
December
2
November
2
October
1
September
0
August
July
June
May
April
2
Planning and
implementation
0
1
3
May
Draft Proposals
February
14 May
March
Workshop
April
Chairman’s Conference
A broad-based approach
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Goals and Strategies for
Swedish football in 2013–2017
The process of developing a strategy document for Swedish football for the period
2013-2017 started in May 2012 with discussions at board level within the Swedish FA.
The process started in earnest in conjunction with the Chairman’s Conference in Kiev
in June 2012, during the UEFA European Championship, and involved the participation
of regional associations and other interested organisations.
The outcome of these discussions formed the basis for open consultations at eight
locations around Sweden where anyone could contribute to the debate on the future
of Swedish football.
These consultations were led by the President of the Swedish FA, Karl-Erik Nilsson,
and saw about 300 people participate overall. The discussions during the consultation
sessions were decisive in guiding the formulation of the draft strategy paper that was
presented at the National Conference in November 2012.
This was followed by a subsequent consultation with a further opportunity for the
regional associations, support organisations and other interested parties to influence
the content. In February 2013, the proposals and suggestions were summarised and
a final version was presented at the Swedish FA’s AGM on 23 March 2013. The AGM
took the decision to adopt a new strategy for Swedish football for the period
2013-2017. Work is now continuing through the next budget and fiscal year to
translate words into actions. This will be done by involving elected representatives
at both the national and regional levels.
Swedish football 2013–2017
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Goals and Strategies for
Swedish football in 2013–2017
4
Swedish football 2013–2017
4.1
Design and implementation
2014
HOW, WHEN AND WHOM
Vision
Action
plan
Action
plan
Action
plan
Strategic objectives
2013
WHAT AND WHY
Communication
Leaders
Strategies
Football
Strategies
Football
Clubs
Strategies
The
Association
Facilities
Funding
Operational blueprint & core principles
Swedish football 2013–2017
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4.2
Goals and Strategies for
Swedish football in 2013–2017
Explanation of the structure
Vision
Areas of activity
Method and approach
METHOD
AND APPROACH
AREAS OF
ACTIVITY
AREAS OF
ACTIVITY
AREAS OF
ACTIVITY
The
development
of football as
a sport
The
development
of the football
clubs
The
development
of the
Association
Communication
METHOD
AND APPROACH
Leaders
METHOD
AND APPROACH
Facilities
METHOD
AND APPROACH
Funding
Operational blueprint & core principles
Explanation of the structure
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Goals and Strategies for
Swedish football in 2013–2017
5
Explanation of the structure
5.1
Method and approach
COMMUNICATION
LEADERS
FACILITIES
FUNDING
5.2
•
Constitutes an extentsion of our basic principles and values and increases
awareness of our approach and aspirations with regard to a number of key issues.
•
Provides a platform for the formulation of our goals, strategies and action plans,
and will serve as a guide for decisions taken on a day-to-day basis.
Areas of activity
DEVELOPMENT OF FOOTBALL AS A SPORT
DEVELOPMENT OF THE FOOTBALL CLUBS
DEVELOPMENT OF THE ASSOCIATION
•
Our three areas of activity constitute a collective concept that embraces all of the
initiatives and activities undertaken to develop Swedish football.
•
For each respective area of activity, there are strategies that define what is needed
to achieve our strategic objectives.
Explanation of the structure
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Goals and Strategies for
Swedish football in 2013–2017
Action plans
5.3
ACTION PLAN
Development of football as a sport
ACTION PLAN
Development of the football clubs
ACTION PLAN
Development of the Association
•
Based on our methodology and approach and our strategic goals an analysis will be
conducted looking at how ”Goals and Strategies for Swedish Football 2013–2017” is to
impact on our work and efforts as we move forward.
•
Action plans outlining actions, efforts, priorities and initiatives that set out HOW
the work will be implemented, WHEN it will be done and WHO will be responsible.
Definition of terms
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Goals and Strategies for
Swedish football in 2013–2017
6
7
Definition of terms
Vision
A dream which, unlike ordinary dreams, sets out the basis for the actions needed to realise it.
Operational blueprint
Describes the raison d’être of our organisation and
its underlying idea and ideals.
Core principles
Values and behaviours that underpin our activities and are expected of our employees, our external
partners and those who represent us.
Strategic objectives
The most important goals over a 3–5 year period.
Strategies
Those initiatives that are needed in order to achieve the strategic objectives.
Method and approach
The starting points for action according to our basic
principles and values.
Action plans
Plans for actions to be implemented during a specific period of time with a clear description of what is to be achieved, how this is to be done, when it is to be done, and who is to be responsible.
Our vision
Football - The national sport - For everyone, everywhere
Operational blueprint
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Goals and Strategies for
Swedish football in 2013–2017
Operational blueprint
8
•
The Swedish Football Association is the national governing body for three
different sports: football, futsal and beach soccer.
•
The Swedish Football Association is to be an active and proactive national
association within FIFA, UEFA, the Swedish Sports Confederation and the
Swedish Sports Educational Association.
•
The Swedish Football Association is to develop, coordinate and administer
its various sports in Sweden and to represent them at both the national
and international level.
•
The Swedish Football Association is to strive for and actively work towards
achieving the situation where everyone will be able to have the chance to
participate based on their own abilities and ambitions.
Our core principles and values
9
•
We want everyone to succeed and we look out for each other.
•
We lead by example and show openness and respect for each individual as a
person, and the principle of human equality in general, as well as combating all
forms of discrimination and promoting the work for equality and diversity.
•
All activities in Swedish football are based on participation, commitment and
credibility and are operated according to the principles of democracy with
all decisions taken accordingly.
•
Football activities are based on voluntary leadership and are characterised by joy,
fellowship and fair play.
•
Football activities are to be available to everyone and are to actively contribute
to the welfare of the general public and the values held by the community in
general.
•
With football as the focus, we are actively engaged in both our own activities
and operations within the sport and in society in general.
•
We believe in the constant need for personal development and growth
and strive for a good balance between continuity and innovation.
Goals and Strategies for
Swedish football in 2013–2017
10
Method and approach
10.1
Method and approach - Communication
Method and approach
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We see communication as a critical ingredient for success in the football enterprise
and in the work to increase the visibility of our impact on the individual, the sport
and the community, as well as to highlight the scope of our activities.
We are the voice of Swedish football and actively seek to involve the majority
of football’s stakeholders and partners in a joint communication strategy that enables
Swedish football to achieve good communications both internally and externally.
We provide information to the general public as well as special communications targeted
at specific groups, and in our communications we make every effort to be perceived as
informative, open and transparent.
10.2
Method and approach - Leaders
We see our football leaders/organisers and leadership as a critical resource in the continuing
development and growth of Swedish football. We regard everyone performing voluntary
work in the football movement as leaders/organisers.
We are engaged in developing leadership through actions and activities, and we take joint
responsibility for raising the status of being a leader in football activities and its organisations.
We strive to ensure that the make-up of the representatives in the elected bodies reflects
the diversity of football.
10.3
Method and approach - Facilities
We regard the provision of adequate infrastructure and facilities as one of the fundamental
basic preconditions for providing opportunities for everyone to play football in their local
communities.
Via the use of public facilities, we want to ensure that the experience of playing football is in
an environment that is enjoyable, safe and secure.
10.4
Method and approach - Funding
We want to create opportunities for everyone to be able to participate in football in Sweden,
and we are implementing a long-term plan to ensure a healthy balance between income
and expenditure.
We are adopting initiatives to develop commercial revenue streams within Swedish football.
Our goals and strategies
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Goals and Strategies for
Swedish football in 2013–2017
We work with the football clubs and support organisations based on the principle
that the income generated should remain in the community where it is generated
and expenses incurred should also be covered by income from the community.
Our goals and strategies
11
•
Swedish football is a key player within Swedish society at large, and we want to
develop and strengthen our position both nationally and internationally.
•
Based on our operational blueprint, vision, basic principles and values, and our
methods and approach, we want to increase awareness of our strategic objectives
in order to focus attention on our goals.
•
We also want to highlight a number of strategies that are crucial for the
accomplishment of our goals. These are organised within our three areas of activity:
the development of football as a sport, the development and growth of the football
clubs, and the development and growth of the Association itself.
Goals and Strategies for
Swedish football in 2013–2017
Our strategic objectives for 2013–2017
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Our strategic objectives
for 2013 –2017
12
•
Strengthen our position as an important player in the efforts to create
an integrated Sweden.
•
Strengthen our position as an important player in society on the basis of
our mission statement.
•
Achieve increased representation in the process for strategic decisions made
concerning international football.
•
Organise several international football events.
•
Increase the number of people participating in the sport.
•
Increase the number of volunteers who actively work as leaders.
•
Encourage more players to play longer.
•
Facilitate more well-trained leaders.
•
Sweden’s women’s national football team will win medals in international
competitions.
•
The men’s national team, U21 team and national futsal team will qualify for
the European Championship and the World Cup.
•
Help the national youth team focus on qualification for tournament finals as
a way of training towards future successes.
•
At least one Swedish women’s team will reach the finals of the Women’s UEFA Cup
every season.
•
At least one men’s team will reach the group stage of the European club
competitions every season.
Our strategic objectives for 2013–2017
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Goals and Strategies for
Swedish football in 2013–2017
Goals and Strategies for
Swedish football in 2013–2017
Our scope of activity and strategies
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Our scope of activity and
strategies
13
Development of football as a sport
13.1
•
Swedish football will jointly develop content for, and create a coherent vision of,
player training based on the theme ”Play, enjoy, learn!”.
•
We will further develop the concept of leadership to encompass all voluntary
work within Swedish football.
•
We will develop and adapt approaches to training, games and competitions
in order to allow more opportunities for more people to play football.
•
We will further develop and make training programmes available that are
appropriate for specific target groups, as well as in-service training in leadership
and football.
•
We will work to ensure that children and young people have structured
opportunities to play football within the framework of the regular school day.
•
We will work to create environments where players can work on personal growth
and development all the way to the highest elite level.
Development of the football clubs
13.2
•
We will create a platform to strengthen the status and stature of leadership by
volunteers.
•
We will increase awareness of the football clubs’ value for the community with
well-functioning organisations and well-trained leaders who will reflect the
diversity of society.
•
We will develop a method of working, practices and forms of organisation tailored
to the needs of the country and its regions in order to become better adapted to its
purposes and to increase the general interest in football.
•
Our football clubs should positively promote health and football activities and
provide opportunities for everyone to benefit regardless of their personal situation.
•
We will develop an effective partnership with the Swedish Sports Education
Association that is adapted and well-suited for football activities.
Our scope of activity and strategies
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Goals and Strategies for
Swedish football in 2013–2017
Development of the Association
13.3
•
We will develop the commercial platform for continued financial growth.
•
We will systemise our work in order to enhance the position of Sweden by arranging more
international tournaments and events.
•
We will encourage and stimulate cooperation and partnership.
•
We will assert the interests of football in the community and our role in the debate as a popular
national movement.
•
We will develop strategies that will guide and involve the football operations in their entirety.
The Swedish Football Association
+46 (0)8-735 09 00
svenskfotboll.se
This brochure is also available as a downloadable PDF at svenskfotboll.se/fogis