Golden Fuel Awards

How do you sell season tickets after a historically bad season? AIK Fotboll found itself in a highly precarious situation; their men's team almost lost its place in the top Swedish league, and both the CEO, sporting director, and coach were replaced under tumultuous circumstances. The club's supporters wouldn’t accept a campaign based on the usual optimism. Instead, an alternative approach was needed.

Introducing ... the Golden Fuel Awards, a campaign where AIK Fotboll used an external enemy to unite their supporters – their most hated rivals. The more they shout, the stronger the black-and-yellow bond grows, fueling the supporters to return next season stronger than ever. The idea was to highlight their negative words and turn them into a competition, culminating in a gala where the club's supporters would vote to celebrate the rival who “contributed” the most. The Golden Fuel Awards led to AIK Fotboll selling more season tickets than ever before.