Brewing a nordic legacy at Burton Albion FC

20 February 2025

Burton Albion FC, known as "the Brewers," is a small yet sturdy English Football League (EFL) team with deep community roots. When the Nordic Football Group (NFG) became the majority owner of Burton Albion FC in June this year, it marked the beginning of an exciting new chapter for the club and its supporters. This acquisition by a group of Nordic investors promises to blend Scandinavian values and innovation with English football tradition, setting the stage for a unique journey.

The Nordic Football Group’s choice to invest in Burton Albion FC was rooted in a shared passion for football and the long-standing popularity of English football in the Nordics. As one of the smallest clubs in the EFL, Burton embodies the underdog spirit. “This is a club of the community, family-oriented, and driven by a legacy of dedication,” says Kevin Skabo, Co-owner, Board Member, and Commercial Director of NFG. The group was drawn to Burton’s rich history under former Chairman, Ben Robinson, whose visionary leadership laid a strong foundation.

For NFG, the appeal wasn’t just the club’s heritage, but also its potential. With a vision to modernise operations while preserving Burton’s local identity, NFG is set to transform the club into a sustainable, well-run organisation that resonates with fans both locally and internationally.

Nordic values in the English game
The Nordics are renowned for strong work ethics, sustainable business practices, and collaborative culture. Bringing these values to Burton Albion FC has been a key focus for NFG. The group envisions building a bridge between Nordic and English football, aiming to create new opportunities for collaboration and fan engagement.

One such initiative in the pipeline is the introduction of youth football camps in Burton, involving Nordic grassroots teams. “It’s about building relationships and introducing Burton to younger audiences in the Nordics now, making them potential fans of the future,” says Kevin.

The Nordic Football Group is committed to ensuring that these initiatives benefit both the club and its local community. “We recognise the importance of listening to and involving fans, and that’s why we’ve focused on enhancing fan engagement while staying true to the club’s family-oriented atmosphere,” Kevin adds, highlighting initiatives like affordable family tickets, youth clinics, and school visits.

The introduction of Nordic values has already started to influence the club’s operations and sponsorship approach, with a growing interest from Nordic companies eager to partner with a club that aligns with their values.

Challenges and opportunities
Transitioning the club into a new era has come with its share of challenges. “Taking over from a legacy like Ben Robinson’s and modernising operations while respecting the club’s traditions has been a balancing act,” says Kevin. Additionally, integrating a new style of play and introducing 23 new players to the squad in a single season has tested the team’s adaptability.

Despite these hurdles, Burton’s loyal fan base has stood steadfast. “They’re very thankful for what the Nordic Football Group is trying to implement in terms of new and better fan engagement. Even though we have only won one game yet this season, they keep believing. On behalf of NFG, I’m forever thankful for their unwavering support,” Kevin exclaims.

Vision for the future
NFG’s vision for Burton Albion FC centres on sustainability, collaboration, and community. They aim to build a club that fans not only support, but also feel deeply connected to. While immediate goals focus on stabilising operations and improving results, the long-term dream includes potential promotion, achieved in a measured, sustainable manner.

Additionally, the group aspires to position Burton Albion FC as the “second favourite club” for Nordic football fans. “Whether you support Liverpool, Arsenal, or any other Premier League team, Burton can become a club that everyone in the Nordics rallies behind,” Kevin says.  

Joining SCC UK
As new members of the Swedish Chamber of Commerce for the UK, NFG sees immense value in connecting with Swedish businesses and individuals. “Building partnerships and leveraging networks is crucial. By bringing great people together, we believe great results will follow,” Kevin explains.

The group’s engagement with the Chamber, including participation in events like the Swedish Business Footprint in the Midlands 2024, highlights their commitment to collaboration. Through these connections, NFG hopes to further integrate Burton Albion FC into the Nordic business ecosystem, creating shared value for all involved.

A new chapter for Burton Albion FC
Burton Albion FC’s journey under Nordic Football Group’s stewardship is just beginning. With a blend of Nordic values, English tradition, and a focus on sustainability and community, the future looks promising. As Kevin aptly puts it, “It’s all about the right timing and building a solid foundation. The best is yet to come.”