The VAR Effect: Balancing Tradition and Innovation in Swedish Football

Abstract

The potential adoption of Video Assistant Referee (VAR) technology in the Swedish football league, Allsvenskan, represents an intersection of technological innovation and sports tradition. This thesis investigates the implications of implementing VAR in Allsvenskan, focusing on operational dynamics and stakeholder perceptions. Drawing on theories such as the Diffusion of Innovations, the Unified Theory of Acceptance and Use of Technology (UTAUT), and Stakeholder Theory, this study examines the complex interplay between technological innovation and traditional football values within the Swedish context. The research employs a mixed-methods approach, integrating quantitative surveys and qualitative interviews to gather comprehensive data from a wide range of stakeholders, including the Swedish Football Association, elite football clubs, players, referees, supporters and experts. The findings indicate that the implementation of VAR in Allsvenskan is perceived to offer significant benefits, such as enhanced decision-making accuracy, increased fairness, and alignment with international refereeing standards. These advantages are seen as potential drivers for VAR adoption. However, the study also identifies critical barriers, including disruptions to the natural flow of the game, substantial financial costs, and concerns about the subjective nature of certain decisions despite technological assistance. The unique Swedish 51 percent rule further complicates the adoption process by necessitating broader consensus among stakeholders. This is evidenced by the mixed feelings among stakeholders in Allsvenskan where referees generally support VAR due to the potential for reduced officiating errors and improving fairness, while fans and players are more negative expressing concerns about the impact on the emotional and spontaneous nature of the game. While VAR has the potential to enhance the credibility and align Allsvenskan with international refereeing standards, its implementation requires careful consideration of financial strategies, stakeholder engagement, and cultural compatibility. This thesis contributes valuable insights into the operational and perceptual dynamics of VAR adoption. The findings emphasize the necessity of a balanced approach that respects the traditional essence of Swedish football while embracing technological advancements. This case study contributes to the broader understanding of technological adoption in culturally rich environments, highlighting the unique challenges and considerations involved in integrating new technologies in settings with a strong tradition.