Sweden’s most successful football team, Malmö FF, plays in a smart stadium on the edge of the city’s Pildamms Park. If you turned up there for a match in 2019, you might have seen a message ticking along the pitch-side hoardings referring to ‘our friends at Malmö Opera’. If you’d sensed the crowd’s singing in the stands was better than normal, it might have been because Malmö Opera’s entire chorus and orchestra were watching the match.
The relationship between Malmö FF and Malmö Opera – whose theatre sits on the other side of the park – was born when the two institutions realized they had a lot in common. They were both established at a similar time and both had passionate supporters – exactly the same number of season ticket holders (‘subscribers’ as theatres are more likely to call them), in fact. It was a partnership based not just on marketing and communications, but also on the acknowledgement that both institutions employed elite teams of highly-trained performers who might be able to learn from one another.