Helsingborg's Spectator Surge: "We wanted to make the stands a home ground—not just for the team, but for the entire city"

As OV Helsingborg's handball teams have delivered strong seasons, the audience has returned—and in force. This past season, the average attendance increased significantly, driven by Amanda Alm, the club's event manager. Through clear strategies, creative campaigns, and a keen sense for relationships, she has helped fill Helsingborg Arena once again.

I've had two guiding thoughts throughout this work. If you're not visible, you don't exist—we've worked hard on visibility in the city. And relationships: the audience should feel seen, says Amanda

The season has featured everything from targeted club campaigns to record-breaking playoff attendances. It's evident that the club has found its voice—and the audience has listened. Part of the success also lies in flexibility: OV has offered separate and combined season tickets for women's and men's matches, which, according to Amanda, has made it easier for occasional visitors to become regular supporters.

Many appreciate the freedom of choice. It feels more inclusive and lowers the threshold for becoming a season ticket holder.

Liveday as a Key Player

Behind the scenes, digital efforts have been crucial. With Liveday as a system partner, Amanda has been able to communicate more effectively with the audience and create targeted campaigns that truly hit the mark—all thanks to Liveday's CRM system.

The mailing function, dynamic lists, and the ability to sell merchandise directly through the tickets are golden. Liveday has been key to taking our B2C work to the next level.

Companies have also benefited from OV's digital transformation. With Liveday's Company Pools solution, sponsors can easily distribute tickets internally—something that has increased partner attendance and strengthened the connection between business and sports.

"We Brought the Stands Back to Life"

For Amanda, the audience engagement and playoffs became a symbol of the entire journey. For example, the match against IFK Kristianstad was sold out—every seat in the arena was taken.

It was a magical feeling. I didn't think we'd get there this year. But it just shows that the potential in Helsingborg is enormous.

Now Amanda is passing the baton, but it's clear that the work she's done will live on. And if the attendance numbers are any indication—this is just the beginning.