The Sun Will Shine On Us Again | AIK Fotboll

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CONTEXT →

With all the things happening in 2020 it seems weird to complain that sport clubs are having a rough time, however based on today's restrictions – which in practice means a ban for clubs to bring in audiences, and the stagnation the crisis has brought to the sponsorship market, football clubs are struggling with a major lost of revenue.

Over 11,000 season tickets had been sold when suddenly the escalating spread of Covid-19 changed all conditions for experiencing football on site. Following the Government and the Public Health Agency recommendations for games to be played in front of empty stands, AIK Football turned to the club's most loyal supporters – the season card holders, and appealed to those who had the opportunity to donate their annual card. More than 6000 AIK Fotboll supporters donated their season ticket, so the club would have an easier financial situation during Covid-19 outbreak.

CONCEPT →

To showcase gratitude for this amazing gesture AIK Fotboll developed a gift box containing a special scarf with an associated pin to be sent out to everyone who donated their season ticket.

The stylised sun and overall design is inspired by the checkered pattern often seen in the stands. The scarf also features paraphrased message from clubs anthem ''Vi är AIK'' – ''Ibland så kan de blåsa kalla stormar – Så skiner solen snart på oss ändå'' which roughly translates to ''Even if the skies are gray right now – the sun will shine on us again''.