My London: Football journalist Frida Fagerlund

Feb 10, 2021 by

Share Button


Name: Frida Fagerlund
Work: Football journalist
Living: Shoreditch
Time in London: 1,5 years
Instagram: @ffagerlund


Who is Frida? 
I’m a 28-year-old who moved to London from Stockholm back in 2019 (although I’m originally from the south part of Sweden, Trelleborg). My biggest passion in life is football which I will tell you more about below. I also love great food, the pub culture (which I miss tremendously right now!) and winter without too much snow, so I consider London to be the greatest city on the planet.


Where do you live?
I live in Shoreditch which is definitely not a boring part of the city (nor the quietest…) Pre-lockdown was always buzzing, and there is so much to do and eat, especially if you prefer vegan options like me.


How did your time in London start?
My family and I have always had a tight bond with the UK. I went here for a year after graduating from upper secondary school in 2011. At that time, I stayed with my older sister and her family while taking care of my niece during the weekdays. This time around, I only occupied their home in Essex for a few weeks while searching for a flat.


What do you do for a living?
I work as a football journalist for Aftonbladet and Viaplay. I mainly cover the Premier League, the Women’s Super League, and the National teams.


How come you wanted to be a sports journalist?
To be honest, I’ve wanted to do this for so long I can’t exactly remember where the desire stems from. Pretty soon in life, I realised two things made me extra happy: Football and books. It was just natural for me to set my intentions on becoming a football journalist. My dream as a 10-year-old was to work for the biggest newspaper, at the biggest games and the greatest stadiums. I’m quite proud of achieving all this even though the journey hasn’t always been easy.


Frida interviewing Zlatan Ibrahimovic 


For how long have you been interested in football, and especially, Premier League?
I was pretty much born into it, like literally. I arrived on a Saturday, during a league game between Arsenal and Leeds. Football was a huge part of my childhood in the most wonderful way, and it probably helped that my whole family loved the game as much as I did. My parents divorced when I was 13, and my brother and sister are much older than me, but football was one of the topics that seemed to bring us all together, and I will always be grateful for that.


Do you have a favourite team?
Not really. I wouldn’t call myself a wholehearted Arsenal-fan, but it’s probably the club (out of the big six-pack) that I keep an extra eye on. This is natural, and I guess since I live so close to The Emirates, which makes it easy to attend games and get insight. Most people also know I have a small crush on Brighton, but yeah, overall I appreciate many different players, managers, and clubs. I think it’s important to have an open mind while doing this.


What are the hardest/best parts of working as a journalist?
In my case, it’s probably the performance anxiety. Yes, it’s a dream occupation, and I’m fortunate to be doing this, and there is no better feeling than the raw tension and excitement right before a kickoff. But I also know that I need to perform on a high-level week in and week out. Be on top of my game all the time. It’s not as easy as it sounds.


Frida’s YouTube Channel 


… and more important, to work as a woman in a man-dominated sports-world?
It has its ups and downs. The great thing about being a Swedish woman covering the Premier League is that you definitely stand out. Another aspect is that footballers may find it easier to open up to female reporters compared to men. On the other hand, you’re being judged in a totally different, much brighter, light. I would also argue that some people still can’t accept that women may know a thing or two about this game.


Which is your favourite interview that you have done, of all times?
Hm, that’s a tricky one. There’s something special about having interviewed Zlatan since he’s Sweden’s greatest player of all time. It was also memorable sitting down with Jürgen Klopp during Liverpool’s title season. Although I have to say, I’m the most pleased when I leave an interview and feel like know the player/owner/manager on a personal level. So it’s not really down to who’s the most famous but rather who I connect with the most.


Frida and Jürgen Klopp, current coach in Liverpool FC. 


What are the differences in reporting about Swedish and English football?
Swedish football is definitely more open to media. It’s easier to get access to players and other people involved in the clubs. The Premier League is nothing like that, for example, you’re lucky if you get to speak to a player after a game.


Which is your best London-memory of all times?
A few memories come to mind. The first one is a “perfect day” according to me. Last summer, I went to Brighton on what happened to be a really lovely day to cover the game against Man United. Afterwards, I got back to the city and strolled over London Bridge at sunset and then celebrated Swedish Midsummer with some great people in an alley in Shoreditch. It was the first time in what felt like forever that I actually enjoyed myself during the pandemic. The other one might not sound happy, but I will always remember it. A very dear person of mine and I had lunch in Borough Market when the first lockdown was around the corner. It all felt ominous and surreal, almost like the world was coming to an end. I guess it’s one to tell the grandchildren about in the future.



Play with the thought that you are eating out for an entire day. Where do you go for brunch/lunch/Fika/a a pint/dinner?
Well, it will have to be placed with great plant-based options. The Black Cat in Hackney makes really mean burgers, and I highly recommend trying it out. Food markets are great, like Borough Market or the one by Brick Lane. Broadway Market is less famous but also very nice. Basically, in terms of pubs, anyone would do as long as there is an extensive range of beers.


Mention three things you will do as soon as lockdown is gone:
Being able to go to the pub with people I love is everything I crave at the moment.