Swedish organisers' winning strategy
Saturday, July 27, 2013
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UEFA Women's EURO 2013 comes to an end in Solna on Sunday with all previous attendance records smashed. Tournament director Göran Havik explains how they did it.
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UEFA Women's EURO 2013 comes to an end in Solna on Sunday with all previous attendance records smashed.
The previous ticket sales best of 129,000 has long been overtaken, with the final tally set to be around 220,000, including approximately 50,000 for the Friends Arena decider. At the helm of the organisation for the Swedish Football Association (SvFF) has been tournament director Göran Havik.
"I have been completely convinced about the strength and potential of this tournament," he told UEFA.com. "A championship on home ground is an inspiration. But I have also been completely convinced that we all needed to believe in this and work for creating this event. We have managed to widely engage people, above all in the host towns, because there is the key to it all. That we would be able to get up interest for Sweden's matches, we knew that, but for the tournament to be good, then it must be working well in all the host towns."
To see the full interview, as Havik explains their ‘Winning Ground’ strategy and talks about the legacy for Sweden, click on the video player above.
