News · 2026-05-22

Hammarby Fotboll and Goalunit Strengthen Strategic Partnership

Hammarby Fotboll and Goalunit are announcing a new strategic cooperation aimed at strengthening the club's sporting decision-making through data and structured strategy work.

As part of the cooperation, Hammarby Fotboll gains access to Goalunit Fair Price (GFP), Goalunit's proprietary player valuation model, providing the club with a more precise basis for evaluating players on the transfer market. Goalunit will also support Hammarby through a structured strategy process alongside the club's entire sporting management chain. Drawing on Goalunit's analysis of how clubs get maximum performance from resources spent, the goal is to create clearer priorities, stronger internal alignment within the organisation, and through this contribute to Hammarby's sporting and financial growth. Goalunit also provides follow-up structures that help Hammarby's management spend their time where they create the most value, rather than drowning in spreadsheets.

"Goalunit has long been a driving force in the development of Swedish football, not least within the framework of Projekt 500 with SEF and Projekt 50 with EFD. We want to leverage the services and expertise at Goalunit even more specifically, based on Hammarby's own context and conditions. We look forward to taking the next step together!"

Adrian von Heijne, Technical Director, Hammarby Fotboll

"Hammarby is one of Sweden's most ambitious clubs, with a well-developed organisation and clear ambitions. This cooperation is about giving their management the tools and perspectives needed to continue strengthening the club's strategic development and thereby their sporting competitiveness. We are proud to be part of that work."

Caesar Gezelius, CEO, Goalunit