Background: The football industry in Sweden has undergone significant changes fromamateurism to professionalization. The market has seen an influx of agents, and the Swedishfootball industry has expanded, bringing new demands and opportunities for football agents.Despite this, research on football agents as entrepreneurs is limited. The unique characteristicsof the Swedish football market, including its regulations and professional environment, makeit an intriguing area to study entrepreneurial behaviors among agents.

Purpose: The purpose of this study is to explore the entrepreneurial behaviors of FIFAlicensed football agents in Sweden. The study aims to understand how agents utilizedimensions of entrepreneurial orientation to navigate and succeed in the complex andcompetitive transfer market. The entrepreneurial orientation comes in the form ofinnovativeness, proactivity, risk-taking, competitive aggressiveness, and autonomy.

Method: To fulfill the purpose of this thesis, a qualitative methodological approach was used,involving a case-study design. Ten semi-structured interviews with FIFA-licensed footballagents active in Sweden were conducted to collect empirical data. The study used an abductiveapproach, and data were analyzed using systematic-combining analysis.

Conclusion: The study demonstrates that football agents successfully manage entrepreneurialchallenges by using their networks to identify and create opportunities, develop innovativestrategies to stay competitive, and work proactively to anticipate and manage risks. Transparentcommunication and strong relationships with players and clubs are crucial for their success.By diversifying their services and implementing preventative measures, agents effectivelymanage the risks associated with their work. These insights contribute to an enhancedunderstanding of how entrepreneurial behaviors impact football agent's success and theirability to navigate the dynamic and challenging industry.