Long-term support for Malmö FF’s commercial work

When all clubs in Svensk Elitfotboll and Allsvenskan gained access to Lime, Malmö FF already had 10 years of experience. Today, the club continues to streamline its work, most recently through the transition to the web client.

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From manual routines to full control

Magnus Svensson, Hospitality Sales Manager at Malmö FF, chose to implement Lime when he was looking for a system that could bring structure and simplicity to the sales organisation.

Before Lime, their sponsorship work relied on binders, paper and personal contacts, with no shared overview.

– We didn’t have anything digital, Magnus explains. We wanted a smooth system where we could see our customers, what they had purchased and when to follow up. When I came into contact with Lime, I got exactly the simplicity we were looking for.

The solution: A system that grows with the club

Lime has been a natural part of Malmö FF’s commercial journey. As the club’s organisation and partnerships have grown, the system has been able to keep pace and support development without losing the simplicity that was important from the beginning.

Since its beginning, Malmö FF has worked closely with Lime to adapt the system to the club’s needs. Integration with Business Central and the connection to Apsis has made it possible to manage the entire sales flow, from initial contact to invoicing, directly in Lime. At Lime, we believe in the power of digital ecosystems and appreciate being an integral part of Malmö FF’s system.

“We use Lime in everything we do in the sales department. Thanks to the integration with the financial system, everything works seamlessly. Without Lime, we wouldn’t have been able to pull it off.”

Magnus Svensson

Hospitality Sales Manager

Malmö FF

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Results you notice every day

Today, Malmö FF has a stable working method where every partner and sponsor relationship is managed with complete control. With all information gathered in one system, the sales team can work quickly and consistently, minimising the risk of mistakes.

– If something is in Lime, we know it’s correct. It means we never lose track of anything and can maintain 100% delivery reliability, says Magnus.

The digital workflow has made a big difference in an operation where hundreds of transactions can be tied to a single game. Today, the sales team can track everything in real time and be confident that every step is carried out properly.

– Lime has been invaluable for us. Without it, we would have piles of paper everywhere. Now we work in a structured, proactive way and can offer our partners a service they notice immediately.

The result is a more efficient workflow, higher quality in every interaction, and an organisation that can focus on relationships rather than administration.

New possibilities with the web client

When Svensk Elitfotboll introduced the web client to all clubs, Malmö FF began the transition together with the Lime team. Moving from the desktop client to the web client became yet another boost for the sales organisation. Although there was some initial concern, the team quickly experienced the benefits of the web client. Since the implementation was carried out together with Lime, the transition was both smooth and successful.

– We were a little unsure at first, but we quickly understood how everything worked together. It only took a few weeks before we saw how much the system had developed and what new opportunities it offered us, explains Magnus.

Above all, the web client has given sales team a new kind of flexibility. Today, they can handle the entire transaction directly on their mobile phones, whether they are sitting in the office, on their way to a meeting or standing at an airport ready for an away game.

For Malmö FF, this means that business can be conducted more quickly, follow-ups can be made immediately when something happens and everyone in the sales team always has access to the same information.

“Now we can handle all our deals on our phones. It’s easy, smooth and saves a lot of time. For those of us who meet customers every day, it’s a huge improvement”

Magnus Svensson

Hospitality Sales Manager

Malmö FF

Short summary of results

With Lime CRM, Malmö FF has been able to create a more structured and efficient everyday work life. Here are some of the most noticeable results:

Clear structure with all information gathered in one place
More efficient workflow with less administration, and more time for relationship building and proactive partnership work
Full mobility with the web client, which allows you to manage your business directly on your mobile device, regardless of location

The road ahead

For Malmö FF, the goal is to provide partners and sponsors with a fast, reliable and professional experience. With all data gathered in one place and clear routines in place, the team can act immediately when something is needed, without partners ever noticing the system behind it.

– Our customers don’t see Lime, but they notice how quickly we can solve things. It’s the simplicity and structure that make the difference, says Magnus.

The collaboration with Lime continues to evolve. Much of the work now goes through Svensk Elitfotboll, but Malmö FF still maintains a close relationship with Lime to adapt and improve processes when new needs arise.

– When we have requests, we always receive positive feedback. The fact that Lime is located locally, just a 15-minute drive from us, and understands our business is a significant advantage.

With the web client in place, full mobility and a solid data foundation, the club is well equipped to strengthen its commercial work even further and continue offering strong support to both partners and the organisation.

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This is Malmö FF

Malmö FF is one of Sweden’s most successful soccer clubs. Malmö FF’s history began behind the stands at Malmö Sports Ground in 1910. Today, Malmö FF has more than 280 employees and is a central part of the business community in its region.