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Champions League typo yields PR win for Malmö

Clara Guibourg · 5 Aug 2011, 11:38

Published: 05 Aug 2011 11:38 GMT+02:00

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In anticipation of historic home match, which saw Malmö tie Rangers to advance to the next round of the Champions League tournament, the team decided to print up 300 special edition scarves to distribute to supporters.

But there was one problem: the scarves has misspelled “Champions League” – and the error was only discovered merely a day before kickoff.

"We decided to make the scarf in a 'Treskilling Yellow' version," joked Malmö FF's communications director Per Welinder to the Expressen daily, referring to the well-known Swedish stamp with a typo that holds the world-record auction price for a single postage stamp.

Indeed, Malmö's grade-school spelling blunder may end up helping the scarves – and the club – achieve similar levels of fame.

The initial embarrassment has been turned into a PR success story, as newspapers from all across the country have written about the fiasco.

In addition, long queues of fans looking to buy the unique scarf have sinced formed in Malmö FF's shop.

"When did you last see a scarf becoming a news item on the TT news agency? Our scarf was in the papers throughout the country, all the way up to papers in northern Västerbotten. I can't call this anything but a total success, from a PR perspective," said Per Welinder to newspaper Dagens Media.

"We're extremely pleased, the scarf is sold out and has become a great deal for us. The scarf has become somewhat legendary, and everyone wants to talk about it."

After beating out Glasgow Rangers with 2-1 in Wednesday's game, Malmö FF will now be playing in the final qualifying round to Champions League.

Story continues below…

On Friday, the team learned they will be playing Croatian squad Dinamo Zagreb in the next round.

"We can beat all the teams left. But we have to keep performing well," said Malmö FF's Jimmy Durmaz said to Expressen ahead of Friday's drawing.

Clara Guibourg (clarabara@hotmail.com)

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Your comments about this article

15:45 August 5, 2011 by conboy
Just saw a kid in town walking around with a "Mancester United" T-shirt no wonder the boot-leggers are having a laugh when the clubs themselves can't do business properly.
19:34 August 5, 2011 by domsworld77
you cant expect the poor kids who make utd shirts to be able to spell as well do you
20:37 August 5, 2011 by David68
well done to malmo for getting to the next round and beating rangers but the quote if true we can beat anyone left,the words i doooooooooooooont think so come to mind and beating rangers is one thing arsenal or munich is another and you will get hammered if get thee arsenal thats for sure if of course we get through v the italians.as for the kid with the utd shirt support your local side not one who you most prob will never watch live or maybe he supports mancester utd not the other utd and if he does i appoligise,lol!
21:49 August 5, 2011 by McChatter
Typical of nearly every media sit in Sweden. Who said the Swedes were so good at English? The Swedes themselves? They know next to nothing about what's happening "out in Europe". Poor b@ggers refuse to believe they're even part of Europe!
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