Bridging ticketing and the boardroom

Lecturer 5: Fredrik Söderberg
Role: Outgoing CEO and Club Director, AIK Fotboll

Live lectures and on-demand content, straight from the industry.

Thursday 8 October 2026

13:00 CET

What you will learn

Fredrik is one of the few people in the industry who has made the climb from ticketing manager to club CEO. This session shows you what the view looks like from both sides of that table, and gives you the tools to make ticketing's case at board level.

What a CEO actually needs from a ticketing manager, and how to give it to them
What a ticketing manager needs a CEO to understand, and how to make that case effectively
How to reframe ticketing as a commercial function that shapes revenue, fan relationships and data, rather than an operational back office task
How to build the credibility to be heard at board level, drawing on a career that went from ticketing manager to club CEO

Speakers

Background
Fredrik Söderberg has spent eight years at AIK Fotboll, one of Sweden's biggest football clubs, and made a rare climb inside it: from Head of Ticketing and Marketing from 2018 to 2020, to Deputy CEO from 2020 to 2023, to CEO and Club Director from 2023. Before AIK, he spent six years in event development at Friends Arena and Stockholm Live, and earlier still ran the commercial side of a Swedish trade publication. He has recently announced he is stepping down as CEO of AIK. He has previously appeared as a guest on the Don't Forget Your Tickets podcast.

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