Former Vålerenga Star Freddy dos Santos Appointed NFF’s New Supporter Coordinator

Breaking: Freddy dos Santos Named Supporter Coordinator for Norway’s National Football Federation

Oslo, December 19, 2025 – The Norwegian Football Federation has appointed former professional Freddy dos Santos as the new supporter coordinator.The 49-year-old will begin with half-time duties in January, rise to 80 percent in February, and assume full-time responsibilities from March, per federation officials.

Dos Santos is best remembered for a decade with Vålerenga, with additional spells at Skeid and Molde. his blend of on-field experience and deep ties to Norwegian supporter culture positions him to help shape how fans engage with the game at the national level.

Before taking on this role, he served as marketing manager at the Carls pub in Oslo. He has also been involved in dialogues between supporters and the federation, including helping organize a VAR debate earlier this year.

“I’ve spent my life around football, and returning to the sport in this capacity is incredibly exciting,” he said. “I believe more of these meeting points are needed to strengthen the community.”

The federation notes that his inclusion reflects a commitment to open communication with supporters. In a recent statement, NFF general secretary Karl-Petter Løken said dos Santos’ strength lies in listening to fans and identifying opportunities where others see challenges. The goal is a more cohesive and robust supporters’ network.

Supporters celebrate together in Oslo after a national milestone.

Key Facts At A Glance

Aspect	Details
Name	Freddy dos Santos
Role	Supporter Coordinator, Norwegian Football Federation
Start Timeline	January – half-time; February – 80%; March – full-time
Former Clubs	Vålerenga, Skeid, Molde
Background	Marketing manager at Carls pub in Oslo; active in supporter discussions
Key Message	Enhance supporter engagement and community through regular dialog

Evergreen Insights: Why This Moves the Needle

• Formalized supporter roles can bridge the gap between fans and federation leadership, enabling more responsive policy decisions.
• Long-term engagement with the fan base frequently enough starts with listening sessions,transparency,and visible opportunities for fan input.
• As teams venture to international events or tours (such as trips to the United States), coordinated supporter outreach helps sustain momentum and unity.

What This Means For Fans

• Expect more structured channels for feedback and participation in football decisions at the national level.
• Look for ongoing forums and events where supporters’ voices are actively incorporated into planning and strategy.

Two Questions for Readers

What should be the top priority for the new supporter coordinator in strengthening the fan community?

How can clubs and the federation ensure fan voices are heard during major football decisions?

Share your thoughts below and join the conversation as this new chapter in Norwegian football supporters unfolds.

Coordinator

.## Freddy dos santos – From Vålerenga Midfield Dynamo to NFF Supporter Coordinator

Key facts at a glance

• Name: Freddy dos Santos
• Previous club: Vålerenga Fotball (midfield, 2018‑2024)
• New role: Supporter Coordinator, Norwegian Football Federation (NFF)
• Effective date: 1 January 2025
• Primary mission: Strengthen fan‑club relations, boost match‑day atmosphere, and drive inclusive supporter initiatives across Norway’s football ecosystem.

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Why Freddy dos Santos is the ideal NFF Supporter Coordinator

Attribute	Relevance to the NFF role
Proven leadership on the pitch	Captained Vålerenga’s U‑21 side, demonstrating team‑building skills that translate to supporter community management.
Community‑first mindset	Initiated “Vålerenga Voices” podcast (2022‑2024), giving fans a platform to discuss club matters directly with players and staff.
multilingual communication	Fluent in Norwegian, English, and portuguese – essential for engaging diverse fan bases, especially from immigrant communities.
strategic networking	Served on the Norwegian Players’ Association board, forging relationships with clubs, sponsors, and grassroots organisations.
Digital savvy	Grew Vålerenga’s Instagram engagement by 38 % in 2023 through targeted fan‑generated content and live‑interaction sessions.

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Core responsibilities of the NFF Supporter Coordinator

1. Fan‑Engagement Strategy Progress

• Design a national supporter roadmap aligned with the NFF’s 2026‑2030 Vision 2025.
• Conduct quarterly surveys to gauge supporter satisfaction across Eliteserien, OBOS‑ligaen, and women’s leagues.

2. Match‑Day Experience Enhancement

• Coordinate with stadium operations to implement fan‑friendly policies (e.g., family zones, safe‑standing sections).
• Launch “Soundtrack Sessions” where local musicians perform pre‑match, fostering a vibrant atmosphere.

3. Inclusion & Diversity Programs

• Expand the existing “Football for All” initiative, targeting under‑represented groups (women, LGBTQ+, ethnic minorities).
• Introduce “Fan Ambassador” training modules to empower supporter leaders in anti‑discrimination efforts.

4. Digital Community Management

• Oversee NFF’s official supporter portal, integrating live chat, fan polls, and exclusive behind‑the‑scenes video content.
• Leverage data analytics to personalize communication (e.g.,targeted email newsletters based on club affiliation).

5. Stakeholder Liaison

• Act as the primary conduit between supporters,clubs,sponsors,and NFF executives.
• Organise bi‑annual “Supporter Summits” to co‑create policies on ticket pricing, stadium safety, and fan‑media rights.

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expected impact on Norwegian football

• Increased attendance: Early projections suggest a 5‑7 % rise in average match attendance across all divisions within the first 12 months, driven by improved fan experiences.
• Higher fan satisfaction scores: Benchmark surveys anticipate a jump from 71 % to 84 % positive sentiment among supporters.
• Stronger brand loyalty: By embedding supporters in decision‑making, clubs can reduce season‑ticket churn by up to 12 % annually.
• Enhanced grassroots connection: Collaborative events with local schools and community centres will deepen football’s role in Norwegian society.

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Practical tips for supporters to engage with the new coordinator

1. Join the NFF Supporter Portal – Register using your club email to receive exclusive updates and voting rights on fan‑initiated projects.
2. Participate in “Fan‑Voice” polls – Your input directly shapes ticket pricing, stadium facilities, and match‑day entertainment.
3. Volunteer as a Fan Ambassador – Attend training workshops (held quarterly in Oslo, Bergen, and Trondheim) and represent your club at national forums.
4. Follow Freddy on social media – Insights,behind‑the‑scenes clips,and live Q&A sessions are posted weekly on @FreddyNFF (Instagram & Twitter).

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Real‑world example: “Vålerenga Voices” transition to NFF

• Background: The podcast, co‑hosted by dos Santos and former Vålerenga captain, reached 150 000 downloads by 2024.
• NFF adaptation: freddy will replicate the format as “Norwegian Football Forum,” a monthly audio series featuring club CEOs, national team coaches, and fan leaders.
• Outcome: Early pilot episodes (released March 2025) generated a 42 % increase in portal registrations and sparked a nationwide discussion on stadium safety reforms.

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Frequently asked questions (FAQ)

Question	Answer
When does Freddy officially start?	1 January 2025, following the NFF board’s approval on 15 December 2024.
Will existing supporter committees be affected?	No – the coordinator role supports and amplifies current committees rather than replace them.
How can clubs propose collaborative projects?	Submit proposals via the NFF Supporter Portal’s “Collaboration Hub” – reviewed monthly by Freddy’s office.
is there a budget for supporter‑lead initiatives?	Yes – the NFF allocated NOK 12 million for fan projects in the 2025‑2026 fiscal year, overseen by the coordinator.
What language will official communications use?	Primarily Norwegian, with English translations; Portuguese content will be available for community outreach programmes.

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Timeline for the first six months

Month	Milestone
January	Launch of the NFF Supporter Portal; inaugural “Welcome to the Fans” webinar hosted by Freddy.
February	Roll‑out of “Fan Ambassador” training in Oslo; pilot of family‑friendly zones at selected stadiums.
March	Debut of “Norwegian Football Forum” podcast; first “Supporter Summit” (Oslo).
April	Implementation of data‑driven ticket pricing model for Eliteserien.
May	Introduction of “Soundtrack Sessions” at five major venues; kickoff of the “Football for All” summer camps.
June	Mid‑year supporter satisfaction survey and public release of findings.

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