MFFMalmö FF chooses KAN
The work we create
Elevating MFF.se
The collaboration between KAN and MFF goes back several years. We’ve been managing MFF’s previous web solution, and now, when it was time to kick off the work with a new website, two main and intertwined goals were clear. Firstly, Malmö FF wanted a more modern, secure, and – above all – editor-friendly technical platform. The second objective was to elevate the homepage, both visually and in terms of content. The focus was firmly on the main target audience: the dedicated supporter base of Malmö FF.
Working with the team of the town
MFF isn’t just one of Malmö’s strongest brands; the club is an integral part of the city’s, and its inhabitants’, identity. Working on Malmö FF’s website is a true honour and a great privilege – but it also carries immense responsibility. Supporters love their team, but that doesn’t mean they uncritically embrace everything the club does. They represent a diverse audience with a wide palette of opinions, often strong ones. And, as Markus Rosenberg also pointed out in his farewell speech in 2019, this is an audience that has long known: Malmö FF must always raise the bar. High demands are the name of the game.
Account Manager Jonas Ekelius Persson explains the sentiment behind these fundamental premises:
We wanted to push the boundaries a bit. At the same time, of course, we couldn’t afford mistakes. This is true for most projects… but perhaps more than ever here. Making every visitor unreservedly delighted is probably impossible, but we want as many as possible to feel that the site gives them what they want, that it breathes and truly feels like Malmö FF. Now there’s a challenge! But as they often say in football circles when questions about external pressure arise: ‘the biggest pressure comes from ourselves’.”
“Wherever I am, whatever I look like, however different my life may become – the Malmö spirit, embodied in the letters MFF and the sky-blue colour, remains undiminished as a reminder of who I am.”
Jacques Werup, ’Hemstaden’ (Alba, 1981)
Content for supporters
We started by getting a solid understanding of what supporters really want to see, and quickly learned that mobile usage dominates – over 90% of visits are made on mobile devices. Another crucial insight was that fans love their stats and want match information before, during, and after a game. Therefore, a dedicated match center was created. This is constantly updated with figures on possession, shots, cards, and all other match-related details that are absolutely vital to keep tabs on. Player profiles were also significantly expanded.
The editor’s life made easier
Malmö FF’s web editors are experienced and excel in their craft. They had a clear picture of bottlenecks and priorities, and the new editor interface was designed and fine-tuned in close collaboration with them. The purpose, in all its simplicity: easy administration saves precious time, which in turn enables rapid publication of high-quality content.
Some of the new features include:
- Automatic image cropping, adapting to different screen sizes
- AI-powered translations into English
- Consistent editor interface
- Smarter connections, e.g., between matches and news
Reporting with the supporter’s perspective in mind
Some match information is fetched via an API. However, it can also be manually adjusted. Updates can, if needed, run through an editorial filter. This means, for example, that it’s possible to ‘MFF-ify’ goal reporting. Because, as anyone who has read Nick Hornby’s ‘Fever Pitch’ knows, supporters don’t want any cheerful exclamation marks after information that tells them the wrong team has scored.
“Our matches are absolutely the biggest and most important events for the club and all its supporters. With smart connections and an improved interface, this is now also reflected on the website – before, during, and after the match. This creates a better experience for visitors and gives us editors the space to produce even more, and sharper, content.”
Fredrik Stjernström, communicator at Malmö FF.
Designed for sky-blue hearts
John Scott Guggenheimer is the man behind the new design.
“A crucial part of MFF’s identity lies in the sky-blue colour, so we naturally wanted to leave that untouched. At the same time, the KAN team felt that MFF deserved a bolder and more confident appearance. We therefore chose to go on the attack with a darker, more contrasting colour palette and a partially reworked typography.”
But what about the final result? Did it hit the mark? Well, we certainly think so. But as hinted above, it’s rarely easy to become a prophet in your own hometown. Perhaps it’s even tougher when that hometown is Malmö? When John asked a friend – a die-hard MFF supporter – what he thought of the new website, the response was: “Well, you know … isn’t it a bit fancy…?””
With 24 league titles and 16 cup victories, Malmö FF boasts the most impressive trophy cabinet in Swedish football. And that’s just the men’s side of the club: The women’s team was restarted in 2019, and from 2025, this team is also playing in the nation’s top flight.
Curious to know more? Contact me!
