Niclas Freiholtz appointed new Secretary General of the Gothia Cup

As part of a long-term strategy to strengthen the world’s largest youth football tournament, BK Häcken has appointed Niclas Freiholtz as the new Secretary General of the Gothia Cup.
– Niclas brings experience and history, but just as importantly a strong focus on development. He always wants to move the Gothia Cup forward and is the right person to lead the tournament into its next phase, says Marcus Jodin, Club Director of BK Häcken.

The appointment comes at a time when the Gothia Cup, after many years of growth and international expansion, is placing a clearer focus on quality, content and long-term relevance. The tournament’s core mission remains the same – to be a meeting place where children and young people from all over the world come together through football, regardless of background or circumstances. At the same time, expectations around organisation, sustainability, safety and innovation are increasing.
– With Niclas Freiholtz, the Gothia Cup gains a Secretary General who combines drive and a future focus with deep knowledge of what the Gothia Cup has been, is today, and can become. This fits perfectly with our vision of the Gothia Cup as the world centre of youth football, says Marcus Jodin.

In his new role, Niclas Freiholtz will be responsible for both daily operations and the long-term strategic direction of the Gothia Cup. The future is a key focus.
– The Gothia Cup is entering a decade where we want to take clearer steps as an international role model. We want to remain the world’s largest youth tournament – but even more, the world’s most important. In the coming years, we will strengthen the quality of the experience for every participant, take the lead in sustainability, digital innovation and safety, and deepen our social mission as a positive force for young people, says Niclas Freiholtz.
– We will grow in importance, not in size, he adds.

Niclas Freiholtz takes on the role after many years as a central part of the Gothia Cup organisation, most recently as Tournament Director. He has around 20 years of experience with the Gothia Cup and began as a volunteer. Over the years, he has played a key role in several important development steps, including the tournament’s digital development – where the Gothia Cup is now a world leader – and the creation of the elite classes, the Gothia Puma Trophy.
– The Gothia Cup has probably never been stronger. It is not only one of the most important events in Gothenburg, but the largest youth event in the entire football world. My task is to protect this legacy and our importance to football and the region, while strengthening the organisation and continuing to develop the tournament for future participants, says Niclas Freiholtz.

The appointment marks an important step in the Gothia Cup’s long-term development journey. After several years of expansion, the tournament is now entering a phase focused on stability, structure and responding to a changing world. With around 2,000 participating teams each year, and a tournament that is often fully booked within just a few months, the future task is not about becoming bigger – but about creating even greater value and meaning for participants, clubs and society as a whole.