The story of Mjallby's first major trophy, clinched three weeks ago with a 2-0 win over Goteborg, has reverberated worldwide. The team from the tiny coastal village of Hallevik have not just secured the league title, but left teams with far greater riches and resources in their wake.
A 2-1 win over Norrkoping then set a new Allsvenskan points record, before their biggest win of the season - 5-0 away at Varnamo, took them to 72 points, smashing the 70-point ceiling that the greats of Swedish football had never reached.
On Sunday's final day, Mjallby completed an unbeaten home campaign with a 1-0 win over Hacken, taking them to 75 points, 13 more than runners-up Hammarby, as they blew the rest of the competition out of the water, registering 23 wins, six draws and just the one defeat.
Speaking ahead of the final day, it must have felt to Lennartsson that nothing could go wrong throughout the outstanding campaign.
"It has been an amazing football year. 72 points with one match left and a chance to reach 75 – those are crazy numbers. When you hear it you get chills, but in daily life we’re in the middle of the work and almost need to remind ourselves how big this is."
The manner of the success is taking time to sink in, as to be expected at a club that could only previously dream of topping the table, never mind set a new points record.
"We would have been just as proud with narrow 1–0 wins and 30% possession, because in the end of the day everyone wants to win. But doing it in a dominant and beautiful way affects the grade – it’s like getting a gold star from your teacher after solving a difficult maths problem."
A year ago, MAIF reached 50 points for the first time ever, equalling the club-record highest finish of fifth place in the top flight, which many believed to be the club's ceiling, and Lennartsson could not be prouder to see the club smash that ceiling.
"Professionally, I’m incredibly proud of the results on and off the pitch, what we’ve achieved in our workplace. Personally, I’ve been in Mjallby my whole life - played as a youth, been a ball boy, stood in the stands, coached kids.
"To experience this as both an employee and a supporter is very emotional." the 36-year-old shares.
The combination of player, fan, coach, worker and now board member that makes up Jacob Lennartsson sounds like a unique one in top-level football, but at Mjallby, it's not at all uncommon.
The club is the lifeblood of the Solvesborg Municipality, a tight-knit farming community, where co-operation is key to everyday life. That extends to the club, where volunteers take on multiple tasks to keep running smoothly, and stay involved in some capacity all their lives.
It's an attitude that has helped take Mjallby on the journey to where it is today, as Lennartsson explains.
"It would almost require a PowerPoint and three hours (to explain the full journey). But certain elements are key. A club’s journey is built on commitment, courage and belief.
"Our milestones - establishing in Allsvenskan, returning in 2019, the cup final in 2023 - have shown that 'it’s possible'. They give confidence when aiming higher. It’s also about the organisation and the environment at Strandvallen.
"We want it to be the most enjoyable football year. Build identity: loyalty, passion and hard work. The goal has been to have the best workplace in Sweden."
To say it's all been plain sailing would be downright untrue. Mjallby first reached the top flight in 1980, but never really established themselves for another 30 years. After a few years of solidity in the early 2010s, things began to unravell spectacularly.
In 2016, the club was on the brink of both bankruptcy and relegation to the fourth tier - fortunately, they survived both. That time was a key milestone in the club history, and from then on, MAIF have done things differently.
"In 2015/2016 we tightened the economy and governance. From negative equity to strong finances. In 2022 we took a leap when we started building squad value and selling players consistently.
"The academy sales of Otto Rosengren (to Malmo FF) and Noah Persson (to Young Boys) gave us around 30 million SEK. Those sales allowed us to extend contracts, recruit smart, and invest in the environment - from facilities to staff.
"We also built a clear squad strategy and a scouting team around the sporting department."
But at what point did Lennartsson and the club feel that a shift had taken place?
"Ahead of 2024 we did a deep analysis. We were stable, securing the contracts early – but not pushing further. We decided to become more attacking - dominate games, create more chances, attract more fans and players.
"We set KPIs and recruited narrowly, including a key central midfielder Nicklas Rojkjaer who fit the new offensive style.
"We also challenged norms - for example we posted an assistant coach role publicly, got over 80 applicants, and selected Karl Marius Aksum who has contributed massively." he added.
Aksum's 'scanning' method, which he developed while studying for a PhD in Visual Perception in Elite Football, has turned Mjallby from a defensive side aiming for a mid-table finish to a front-foot team that wins the league by 13 points.
Challenging norms and allowing outside-the-box thinking has served Mjallby better than even they could have imagined.
But how else are Mjallby different to other clubs, both on and off the pitch?
"The environment at Strandvallen – it must be a place you love to be," says Lennartsson. "Zero or near‑zero staff turnover, strong culture and care in every decision. We measure goals monthly across all areas – commercial, events, academy, finances, first team – and adjust.
"We are extremely cost‑conscious and only invest where it makes us better. We always ask: will we feel good about this decision in five years?"
While Mjallby is no stranger to selling to the richer clubs in Sweden, the 2025 campaign has brought a spotlight never before seen in Hallevik. How can the club maintain it's structure when players and coaches will be in such high demand?
"Build club‑driven, not person‑driven. The playing idea and structure must live in the club." Lennartsson responds.
"The staff must be a team – today we have a coaching team of ten where competence is spread. Strategic forums and decision processes make us less vulnerable. And we build an environment where people want to stay and grow.
In the usually-quiet Mjallby area, it is common knowledge that players share apartments or live in the same buildings, and they regularly mix with the locals. To harness that kind of culture, the club has to be careful with their player recruitment and scouting.
"We follow a squad strategy: clear age and contract structure, roles for developing players and more established ones, maximum two loans, and so on. Every position has measurable criteria. Scouting is teamwork between sporting and analysis, balancing quality, economy and strategy.
"Off the pitch we look for behaviour that fits our culture - loyalty, passion, hard work - translated into everyday actions like how you greet people, support teammates and take responsibility."
Lennartsson says the relationship with the local community is "crucial": "In a small community there is trust which lets us work long‑term without losing support. We also try to be transparent and close to our supporters."
They say home is where the heart is, and Lennartsson knows the importance of Mjallby's home when it comes to fostering the right environment for players and staff.
"We invest heavily in our workplace - Strandvallen. It must be a place where players, staff and employees thrive, feel safe and improve every day. That applies as much to office staff as the first team.
"We talk a lot about enjoying our work and reducing unnecessary pressure - then you dare to perform."
A title win means a first venture into Europe for the club, who will enter the qualification rounds of the 2026/27 UEFA Champions League. Can silverware and the European platform broaden Mjallby's fan base?
"Absolutely. It’s the best window to attract new fans - especially younger ones who haven’t chosen a club yet. Our job is to keep them, deliver experiences, build relationships and convert them into season ticket holders.
With season tickets and Champions League matches comes revenue, something Mjallby have not had in relative terms. If this season's Allsvenskan table was compiled by wealth, MAIF would sit in mid-table.
Achieving sporting success while remaining financially disciplined is done by following two paths, explains Lennartsson.
"Grow revenue - sponsorship, fans, player sales - and be one of the most cost‑efficient clubs in the league. We’ve doubled turnover in three years. Every investment must make us better and be well‑considered. The squad strategy lets us win now while building value for the future."
And has this season already boosted sponsorships and the budget for next year?
"Yes," says Lennartsson. "Season ticket sales exploded immediately, we're near capacity. Corporate demand is growing, hospitality and boxes are heavily requested. There’s room to grow, but financial discipline remains - we won’t push money quickly into the squad, we build sustainably."
Some of that revenue will not be earned at Strandvallen, which does not meet UEFA requirements. Therefore, Mjallby are on the hunt for a makeshift European home, but the club is approaching the situation with their usual level-headed outlook.
"We’re evaluating venues and requirements. Strandvallen is challenging for UEFA criteria, so alternatives are being assessed. We’ve learned from Hacken and Malmo who have European experience, and we’re taking steps without overreacting."
On the pitch, is the dream to reach the League Phase of the Champions League, and who would Jacob like to see Mjallby come up against?
"Yes, that is clearly our goal, even though it’s tough with knockout rounds and fine margins. The ambition is to go in to win. I’m an Arsenal fan, so definitely them – they are unbelievably good right now."
Last season, Bodo/Glimt reached the latter stages of the UEFA Europa League, proving that Nordic clubs of a similar size to Mjallby can succeed in Europe. Lennartsson is truly inspired by the Norwegian side.
"They prove it’s possible. We take inspiration but do it our way, with our circumstances."
A self-described bad loser and good winner, Lennartsson explains how he stays motivated within his role at Mjallby.
"I probably spend a bit too much time on Mjallby because I'm a supporter. Love for the club, including players, coaches, staff and supporters - wanting to make things a little better every day drives me."
But with the success he has built in Hallevik, have any other clubs come in for him, as well as the players and coaches?
"My focus is here and now. We are building something special in Mjallby – professionally and emotionally. You never know about the future, but I love football and want to work in it. For now, I’m fully committed to this project."