Optimism and Regional Pride Far Beyond the Football Field

The Arctic football club Bodø/Glimt's success has attracted attention worldwide. Their yellow shirts have become a symbol of the underdog, of David versus Goliath, a story you can't help but root for.

This journalist is, and has never been, a football fan. But something is brewing, and in recent years the desire to be part of the roaring yellow-clad crowd at the little Aspmyra stadium has grown.

It quickly becomes boring to stand on the outside of what is unfolding in the world of football right now. Community, pure joy, hope, pride, and entertainment have become part of the daily life of the people of Bodø, Northern Norway.

Football is also storytelling in its purest form. You know who the enemy is, there can only be one winner, one loser, and the rules are the same for everyone. There is something reassuring about that in a world that is becoming increasingly complex and where next to nothing is black and white anymore.

But what does a football team represent specifically for a city and a region? And for the first time in history, what does such a football success story entail for the North?

The Northern Norwegian underdog mentality

Mads Skauge, Associate Professor of Sports Sociology at Nord University in Bodø, believes that Bodø/Glimt has been a cornerstone in building the Northern Norwegian identity and self-esteem long before Glimt first played in the Conference League in 2021.

"Well into the 70s, Northern Norwegian students couldn't get accommodation in Oslo. A separate Northern Norwegian student home had to be established, and northerners working in Eastern Norway often had to hide their dialect to be socially accepted."

"There was a suppression of northerners in society in general, including in football. Northern Norwegian football teams were not allowed to play against southern Norwegian teams and were discriminated against in the league system until the 80s."

"In 1975, Bodø/Glimt won the cup, which has been described as the most symbolically significant victory for Northern Norway, far beyond football. It did something or the Northern Norwegian self-esteem, while also highlighting the injustice of the discrimination."

"This serves as a foundation. The supporters' club is very historically aware," says the sports sociologist.

An 'us versus them' mentality has long characterized the relationship between northerners and southerners. The underdog mentality is still strong in the north and northerners have had to find ways to assert themselves. 

No, there are no opera houses or Unity Arena, subways or parliament up north. Politicians talk about a region they seem not to understand, and it takes a while for the latest coffee trend to reach the region. 

Thus, the Northern Norwegian people have found pride in magnificent nature, northern lights, midnight sun and the Northern Norwegian candor and work ethic. And now also Glimt, which in a way embodies it all.

Would not have had the same effect further south

Does Glimt affect the centre-periphery narrative?

"Yes, absolutely. The periphery has become the centre, in a way," answers Skauge and continues:

"And the fact that Bodø is in the periphery has become an attraction in itself. It is against all odds that this happens up in the 'windy North' - it makes it even more attractive for people outside of Bodø and Norway to come here and understand it better."

"It is a bit paradoxical. Being in the periphery also makes us more central to external interests. It's part of the package being sold."

He believes that Glimt, with its tiny stadium and compact hometown, is more strongly tied to its geographical location than other clubs.

"If Vålerenga in Oslo or Rosenborg in Trondheim had the same success, it probably wouldn't have had the same transfer value because Bodø is such a small city. That's what makes it special. "

"Glimt permeates the entire city and is a clearer marker of city and regional identity than it would have been further south. This is due to history, but also due to climatic conditions, geography, and demography."

Reflected in societal development

"The confidence  of the club and the supporters is also reflected in the societal development in Bodø," says Skauge and continues:

"Glimt, the NATO CAOC, the Stormen concert hall and library, the New city - new airport project, new harbour, and new hotels. All of this serves as a confidence boost for the city. It makes it easier for other actors in the city to think big. Glimt has expanded the horizon for what is possible to achieve in the North."

He believes the city had a more moderate belief in the future before, but that many now believe that anything is possible. This can be seen through a greater willingness to invest, for example.

Through Glimt, the ceiling for what is possible in a city and a local community has been shattered. It clearly affects the industry," he adds.

Do you think this collective pride can also influence political mobilisation and engagement?

"There's the PCI case, for example. One shouldn't underestimate the spotlight that is on Bodø right now. . It might be easier to gain traction for such matters," answers Skauge.

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"Bodø is much more visible now and is very prominent in the news. It's not just about football, but about the city and the development of the region. This puts more pressure on decision-makers than it otherwise would."

"We know how to demand our rights. There are more platforms for issues than before because the city has more eyes on it than ever. Ten years ago, hardly anyone would have written about it, but there is now a greater chance of being heard."

"There is a newfound confidence and courage to speak up. It is part of the wave of confidence throughout the city," he states, while calling to all those willing to invest in Northern Norway:

"If you are going to invest, you will never get a better opportunity than you have now, because Glimt has become the darling of the football world, with ripple effects in the market, travel, and food industries. Moments are there to be seized. And the moment is now."

Impossible to measure in dollars and cents

Julie Abelsen at Visit Bodø tells us about an attention that cannot be measured in dollars and cents.

"What Bodø/Glimt is achieving is historic. And what is happening around Bodø/Glimt now is much more than football. It means a lot for Bodø and Northern Norway. It provides extraordinary and unique international attention that is utterly impossible to measure in dollars and cents. Everyone is talking about Bodø/Glimt. It is flourishing in both national and international media, and on social media," she tells High North News.

Social media is overflowing with football supporters visiting Bodø and eagerly showcasing the small, compact city that hosts one of the world's best football teams. They go to the sauna and swim in the sea, chase the northern lights and slide around on the ice while describing life in the North as ‘remote’ and ‘a battle against the elements.’

Arctic identity

The fact that the club belongs to a city north of the Arctic Circle is considered part of the recipe for success. Here, you have to be tough, but most importantly, you have to think of the group before you think of yourself. Only then can you survive under the harsh conditions in the North. Well, at least that's how it's described from the outside.

Abelsen at Visit Bodø says that the contrast between a club from a small city north of the Arctic Circle and some of the world's largest football clubs makes people curious.

"For many, it's not just about the matches, but about where the team comes from, and how it's possible to achieve such great performances in such a small place. It raises questions like: Where on earth is Bodø? What's it like to live here? What does the city look like?" she says and continues:

"Glimt's identity and club culture are also closely tied to the Northern Norwegian identity, community, work ethic, being fearless, and standing together. When Glimt succeeds in this way, it is therefore not just seen as a sporting achievement, but as a story about the place they come from."

Unifying

And it's not just tourists who come to Bodø to be part of the story of Bodø/Glimt. The football team's success also attracts people to other institutions in the city, such as Nord University. 

Tatenda Chikweya is a PhD candidate at the Nord University Business School and says that Bodø/Glimt played a big role when he was deciding where to pursue his doctorate. 

He received offers from both the Western Norway University of Applied Sciences in Bergen and Nord University, but ultimately chose Nord. 

"Bodø/Glimt was a big part of why I chose Nord University," he says to High North News.

The PhD candidate is originally from Zimbabwe but has completed a master's degree in Sweden.

"There are football teams in Sweden too, although they are not as big as Bodø/Glimt," Chikweya laughs.

"In Sweden, however, I got to experience what it means for a community to come together around a football team. It's very unifying," he says.

Norwegians are known for being a bit cold and reserved. Does the football culture remedy this for someone moving alone to a new city?

"Yes, absolutely. The rules go out the window when it comes to football. We cheer and hug each other. The quite large Norwegian personal space seems to shrink," says the PhD candidate and continues:

"For example, I went alone to watch a screening of the match against Inter last week, and I was warmly welcomed by a group of men who taught me Northern Norwegian phrases and included me from start to finish," says Chikweya, and adds:

"You feel like you are a part of something; there is a sense of community."

Interaction pretext

The social dimension of football has become particularly noticeable in Bodø. Football serves as an 'interaction pretext,' says sports sociologist Mads Skauge.

"It's an excuse to start a conversation, for example. It starts with football as a common interest, but then you end up talking about completely different things as well."

"Football and weather are perhaps the most common interaction pretexts we have, but I would say football is a more exciting topic," smiles Skauge.

And in Bodø, where the winds are often harsh and cold, and snow and darkness dominate much of the year, there might be a greater need for such an interaction pretext when you first venture outside the house walls. 

"I notice that even those who are not interested in football keep a bit of an eye on what's happening with Glimt," continues Skauge.

"You want to keep up with the conversations. If you completely disconnect from Glimt, you might feel a bit left out around the café table and lunch table at work."

Being part of the story from the beginning

Chikweya says he was already familiar with Bodø after the team played against Arsenal in 2022. He knew where the city was and was fascinated by the team's success, which is what made him consider applying here at all.

"They have put Bodø on the map. Everyone knows where Bodø is. When I talk to people from home, I don't need to explain where Bodø is located. I feel that the city has become as well-known abroad as Oslo and Tromsø," he says.

Do you feel that others are also drawn to the city and the university because of Bodø/Glimt?

"Yes, it is my impression that it helps with the recruitment of both students and staff at the university. One can be proud to say that they work or study in Bodø now. I absolutely believe that the university gains some reputational benefits from the team's success," Chikweya replies and adds:

"Visibility is everything!"

The fact that Bodø/Glimt is building a new stadium is also an exciting part of being in Bodø for Chikweya. He hopes the arena will be completed before he finishes his doctorate, but if not, he can say that he has been part of the history from the start.

"I bought a Glimt stone when I was still a student, so it was quite expensive," Chikweya chuckles.

"But I want to be able to say that I have been part of this from the beginning, no matter where the story ends."

The Glimt stone is a physical stone that will be placed at the main entrance of Glimt's new stadium and which supporters can buy and have engraved. The stadium is scheduled to be completed by the fall of 2027.

"I see that the whole of Norway is proud of the team, but it is primarily ours. You become very patriotic and proud of the region you live in. It puts Bodø at the centre of something, it is no longer an outpost," concludes the PhD candidate.

Hubris

But can this enormous self-confidence last? Are we flying a bit too close to the sun?

What kind of pitfalls are there in tying a city's identity so closely to a football club? What happens when the success turns? Who are you then?

"The identity of football supporters is not tied to whether the team does well or poorly. It is tied to a pride in where you come from and the club's history. The symbols and rituals around the club will remain," says Skauge.

"I also believe that what has happened now is so special that you can live off it for a long time. Glimt has written itself into the history books. These are stories that will be retold and preserved for generations, especially here in the North."

Skauge envisions that you can build on these stories by establishing museums, writing books, and making documentaries and feature films about the team. The success is therefore not ephemeral; it will live on in other ways. 

Search for excitement

And perhaps the city could be inspired by the team's success to set up other hooks to hang its identity on.

But Skauge explains that football, regardless of where it takes place, has some specific qualities that captivate many. 

"Football is the world's largest culture, nothing means more to more people than football, except perhaps religion."

One factor is that football can satisfy a need for excitement.

"The theory 'quest for excitement' is based on the idea that in our modern and civilised times, we don't experience much that gets the blood pumping in everyday life. Everything is very predictable and you don't feel the big emotions," he says.

"But the structure of football is suited to stir these emotions. Very few goals are scored in football, compared to, for example, handball, which means that the underdog can often beat the favourite. Something unexpected can happen, and that is very appealing."

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"Another thing is the value of supporter culture. It's about coming together for something. In our time, there aren't many fixed elements to build an identity on; people change jobs, homes, networks, and partners much more often than before."

"Belonging to a football club is more stable. They say you can swap out your wife, but not your football club," smiles Skauge.

"Besides, in this era, there are few social arenas where strangers can become acquainted. Through the supporter culture, you can meet new people. You share an interest in football, but otherwise, it includes all ages, genders, religions, political affiliations, orientations, and so on."

Perhaps it is not possible to recreate exactly the Bodø/Glimt effect on the same scale in other fields. But it seems that the people of Bodø are satisfied with what they have.