Player sales from Allsvenskan reached record-high sums in 2025, with clubs bringing in nearly 1.1 billion kronor via player sales, almost a third of the clubs' total revenues. It is the first time transfer revenues have passed the billion-kronor mark in a single year. Four clubs stand out: Hammarby, Häcken, Djurgården, and Brommapojkarna accounted for more than half of the revenues, with Hammarby and Häcken selling for the most at 194 and 191 million kronor respectively. This financial surge coincides with Allsvenskan setting a record in turnover and average attendance last year. However, economic disparities affect clubs' conditions to compete, raising questions about long-term sustainability. Carlos Esterling, responsible for sports business services at EY, noted that this dependency entails increased volatility, which places higher demands on clubs' cost control and financial preparedness. He added that clubs reinvest heavily in squads and organization, which strengthens competitiveness in the short term, and if investments are made right, competitiveness can be affected also in the long term and contribute to the economic disparities increasing faster.
In contrast, Damallsvenskan, the women's top Swedish football league, faces challenges despite growing transfer revenues. Damallsvenskan has lost several of its biggest stars, yet Swedish women's football is earning more money than ever from player sales. Clubs in Damallsvenskan and Elitettan received a total of 1.49 million US dollars in transfer revenues two years ago. The increasing transfer revenues are proof that Sweden can produce attractive players that big clubs are willing to pay for. Jenny Hermansson, secretary general of Elitfotboll dam (EFD), expressed optimism, stating that women's football comes from a history where sponsor revenues and voluntary funds have been hugely important, but now they get the last and perhaps most important leg of the football economy in place with money from player sales.
We feel 'finally'.
Ambitious goals are set for women's football transfer revenues, with EFD aiming for Damallsvenskan and Elitettan together to reach 50 million kronor in annual transfer revenues by 2027 at the latest. Globally, most player transfers in women's football do not generate any money, but the proportion of transfers that are not free has increased from 15% in 2024 to 31% so far this year. Kirsten van de Ven, sports director of EFD, highlighted the risks, noting that internationally, it is moving very fast now, and there is a risk that the ranking of Damallsvenskan becomes like on the men's side. She warned that if it continues like now, they are 13th–14th in Europe in 2029, which they don't like, so if other countries get in more money, they must get more money here too to get better conditions for players, better salaries, more specialist coaches, and also be able to reinvest in the youth side. Van de Ven added that there is an incredible potential to get in more money than they get today, not to become rich but so that players can get better salaries and be able to live on football, in all places in Sweden.
Beyond domestic leagues, Swedish players are now in the majority among foreign players in the English Super League, indicating a strong presence in foreign leagues that could have implications for domestic football development and talent retention.
Women's football comes from a history where sponsor revenues and voluntary funds have been hugely important. This is still important, but here we get the last and perhaps most important leg of the football economy in place, that we get money from player sales.
Internationally, we see that it is moving very fast now, there is a risk that the ranking (of Damallsvenskan) becomes like on the men's side.
If it continues like now, we are 13th–14th in Europe in 2029, we don't like that. So if other countries get in more money, we must get more money here too, so that we can get better conditions for players, better salaries, more specialist coaches, and also be able to reinvest in the youth side.
But one still sees that there is an incredible potential. So we can get in more money than we get today.
And it's not because we want to become rich but so that players can get better salaries and be able to live on football, in all places in Sweden.
It is a dependency that entails increased volatility, which places higher demands on clubs' cost control and financial preparedness.
We see that clubs reinvest heavily in squads and organization which strengthens competitiveness in the short term. If the investments are made right, competitiveness can be affected also in the long term and contribute to the economic disparities increasing faster.