Swedish Soccer Prioritized Fans Over Finances. Now, Business Is Booming.

Supporters of Malmo, the Swedish soccer team, set off so many flares during the season finale against Elfsborg this month that the match had to be stopped for 30 minutes.
“The warning sounded over and over, first in Swedish and then in English. A fire had been detected. Please evacuate the stadium. The players left the field. Outside, fire crews were arriving. But in the stands, as a thick cloud of smoke wreathed and coiled in the floodlights, nobody moved. The fans were going to make the game happen by sheer force of will. It was a game they had been anticipating for some time. The top two teams in the Allsvenskan, Sweden’s elite league, had gone into the final day of the season separated by just three points. …”
NY Times