Malmö FF CEO interview: "Job swap" programme with European rivals and ambitions beyond Sweden's population of 10 million people

The Swedish champions are one of the biggest clubs in the Nordics but one of the smallest in the Champions League.

Having reached the group stage of Europe's top club competition for the first time in five years, Malmö are investing in their training centre and borrowing ideas from rival clubs.

Chief executive Niclas Carlnén wants to boost the club's brand by regularly playing in European competition and says the strategy is "to be leading but at the same time to learn."

Malmö is 100 per cent member owned which he says is a "more sustainable model" the football industry could learn from.