Yesterday at the Friends Arena in Stockholm, Sweden the crowd coming to see AIK vs Gefle IF in the Swedish top football league, was in for a surprise. During the pre-game walk-out, AIK:s oldest living members had replaced the kids normally walking hand in hand with the players onto the pitch. The stunt is a part of AIK Football’s campaign to attract a lost generation of supporters.
The game has been preceded by a massive campaign calling out to the lost generation of AIK-supporters. Frontman of the campaign is Lennart Johansson (86 yr), former president of UEFA (1990–2007) and honorary president of AIK Football, and consists of ticket discounts for senior citizens, a retro style event with a marching band and free shuttle buses to and from retirement homes.
– AIK has Sweden’s most popular family section but we’ve felt that something’s been missing on our stands. A family should consist of both young and old and today we completed our family by inviting and celebrating the elders. I’m proud to be a part of such an inclusive club, says Mikael Ahlerup, CEO at AIK Football.