Väsby IK is making big changes.
The name, the logo and the goal are changed – when the hamburger chain enters Brödernas.
– Obviously there will be opinions, says Tom Tarnström, director of club and sport at Väsby IK.
The motion was voted on during an extraordinary meeting of the board of directors. As of the 2023/24 season, the association’s representative team will be under the name “Brödernas Väsby IK HK”.
The agreement is written over ten seasons, with an option to extend.
This collaboration means that the Brothers’ Division 3 team, which leads the series, will no longer exist. Instead, the entire operation is transferred to the Väsby organization.
What happens with the club’s features, Dick Axelsson and Christian “Vimpen” Eklund, is unclear.
Club Manager: “You don’t have to be afraid to shoot high”
On the other hand, the aim of the association and the cooperative partner is offensive.
– In the short term, we must progress and become a stable team in Allsvenskan. Then we aim to be in the SHL before 2030, says Michael Wallen, sports director and partner at Brödernas.
Tom Tarnström, director of club and sport at Fasby, is somewhat more cautious when predicting the future.
– We are not afraid to aim higher and we want to climb Allsvenskan as soon as possible. Then anything is possible.
What is the size of the financial investment?
– First of all, we are doing this because Stockholm Hockey is going in the wrong direction, and we, like everyone else, are facing huge challenges with audience and sponsor revenue in light of the global situation. I don’t want to get into the exact numbers, but it’s a very big investment for us, that’s how it is. It was important to us that it become a long-term project.
How do you view the criticism where you are called the “Swedish Red Bull” and the hockey killer on social media?
– We understood in advance that these opinions would come, especially since we are on the front lines. Times change, I don’t think many people are aware enough of the situation we and the other clubs in Stockholm are in. I can somewhat understand it being seen as a controversial way to go but also absolutely necessary if the team is to separate from AIK and Djurgården to be able to be higher in the series system.
New logo – in gold
One part that changes is the logo. The green/white/red was replaced with a gold one with “Brothers” written in block letters over the old Väsby logo silhouette.
Are you not afraid to become a sponsoring association?
It is clear that there will be opinions, and we are ready for that. But we did a thorough analysis of hockey in the area, and something must happen. A review is needed and then something drastic is needed. At the same time, I have full respect for the fact that some of our members who have seen the Väsby logo all these years may think otherwise.
The future of profiles: “Then they can start training”
The hockey future of Dick Axelsson and Christian “Vimpen” Eklund is uncertain. But the club manager sees no potential investment in Hokiita.
– Then they can start training first, haha.
Is the door completely closed?
– Dick would be in that case, he would do us good if he sincerely wanted to do it. So I don’t close any doors. But I want to note that this is a serious investment, so we will not hire anyone based on past merits.
Väsby Hockey is currently 2nd in Allettan Norra after six matches played.