« Being the nicest on the ice has become a political battle »

My nostalgic gut starts on the pictures of Brynäs sweaters during the club’s heyday a long, long time ago.

When young hockey professor Sandlin had Tactics reviews could be seen sitting and pulling comfortable flares on the cigarette. A moment later, they went out to another victory. « The whirlwind from Vuollerim » roared out a few words as a last signpost:

« Now we take these bastards. Right up and down, just ».

Lars-Göran Nilsson won eight SM golds from 1966 through 1977. He had and the other players above the sweaters of the sweaters:

Goat’s.

The brewery in itself made soda but was best known for its beer. It was advertising in another time, it feels like another country.

Sweaters that are a patchwork of advertising. It looks awful.

It is also showing up with Brynäs for ten years is also something completely different. The costumes are free from sponsorship brands. It’s as neat as clean.

IN Some sports May some teams have sweaters that are a patchwork of advertising. It looks awful.

In 2014, Brynäs decided to do the opposite.

The suit was cleaned from everything except the club brand and the symbol of « a good start », the club’s social venture.

Here, of course, the one who is in control of contemporary, Swedish hockey history:

Wasn’t there a mark on the chest? Didn’t Unicef ​​sat there?

Yes. But when two of the team’s players were arrested on suspicion of rape in 2021, the children’s rights organization with Brynäs broke. The thing about marketing and reality can be a tricky combination.

No other ice hockey team has Taken a back on Brynäs advertising -free style. Whether in Sweden or Europe.

And in American professional sports, the doors are now open on open for advertising on the costumes. Something that was previously unthinkable. It was among the best with American professional sports, the pure costumes.

From the beginning, there were fears that Brynäs would lose money not to let the sponsors appear on the sweaters.

The club has repeatedly claimed that it was not so. Instead, revenue should have increased. The companies have failed to be seen directly. Instead, they want to be associated with the social work done by the brand for « a good start » on the otherwise pure suit.

The social project Has school visits, leadership training and activities for children during holidays.

But the result of elite clubs’ social work is difficult to evaluate.

Is it Swedish sports wash or valuable commitment?

Maybe both.

The project was criticized early. Often because it was difficult to see where the municipality’s politically decided financial contribution to the club ended up. Was it children or stars who got to know the money?

Now it is enrolled that Brynäs will report what the money from the municipality is used for. The municipality no longer sponsoring the elite activities of any associations.

Gävle has like many others Municipalities tough times. Last week it was clear that the municipality will halve its support to Brynäs. From four to two million SEK. And everything should go to « A good start », nothing to the club’s women’s and men’s teams.

The Moderates want to cut even more in the municipal grant.

But the Moderates want to cut even more in the municipal contribution to the classic club.

And this is where the advertising -free sweater comes in.

The party thinks that the municipality Should demand that Brynäs sell advertising space on the sweaters and have the surplus finance « a good start ».

William Elofsson, the party’s opposition council, has told Gefle Dagblad:

– If the municipality is to contribute financially in a tough situation, we think that Brynäs should also do more to contribute financially.

– We see how other associations around the country can increase their revenue by selling advertising on their match shirts. Our suggestion was to use that surface, but it is of course up to Brynäs to choose its sponsorship model.

We have produced the pure costume to create attention.

The club has no plans to change tracks. Jakob Westerlund, commercial manager at Brynäs, told the same newspaper:

– We have developed the pure suit to create attention and a symbol of the work we do with the schools within the framework of « a good start », both in collaboration with Gävle municipality and several other partners.

According to Westerlund, the sponsors refrain from being seen on the suit. They see that it provides added value. Instead, they are offered exposure elsewhere.

– If we were to have their logos on the suit, there is a probability that the value of the symbol (for « a good start ») will decrease. Which means less attention to both our costume, our business model and our community work.

The Brynäs chief points out That the club is safe with its model and so he thinks that Brynäs has Sweden’s nicest costume.

Probably it is. Thanks to everything that is not there.