Purpose: The purpose of this study is to investigate how Swedish football clubs in Allsvenskan have handled the Covid-19 pandemic in terms of maintain the relationship with their supporters, maintain their brand and compensate for the financial losses.

Method: The method of choice is qualitative research based on semi-structured interviews as the method for data collection. The study is based on hermeneutic interpretation of reality.

Theoretical frame of reference: The chosen theories include relationship marketing, brandbuilding, Corporate Social Responsibility, crisis management and social media marketing.

Empirical data: Empirical data has been collected through semi-structured interviews with people from six (6) different top tier Swedish football clubs.

Conclusions: A total of ten (10) conclusions have been drawn based on the empirical data andanalysis of the theories, connected to the data. The main conclusions are:

• The main focus area during the pandemic, for the clubs has been digital marketing and their social media.
• The clubs have been more transparent in their communication with the supporters
• The pandemic has not affected the brands of the clubs in regard to the fans
• The clubs' finances have been negatively affected and there is uncertainty about how the finances willdevelop in the future.
• The clubs have implemented several types of digital activities in order to make up for the loss of profitthat the pandemic has lead to.
• Redundancy has been one way to reduce the financial losses.
• A way of minimizing economic loss has been wage cuts for players, as well as staff.