As part of the Sports & Business Week, we were joined by Markus Nilsson (Deputy CEO at Hammarby Fotboll), Filip Lundberg (Head of Sustainability at Djurgårdens IF Fotboll) and Fredrik Söderberg (Vice VD/Vice Club Director at AIK Fotboll) who held a great and fun panel discussion about the work in a hybrid organization, their expectations for the upcoming season, women's football, international collaboration, player transfers, football's strengths and challenges, as well as why club identity is part of the club's commercial success.