Football today has become increasingly data-driven, and the supporters are following the development. Although sympathy for the club brand weighs the most, many of its sympathizers have also come to be everything from experts to sports managers and scouts. So when we at Creative Agency were commissioned to produce a print for the Allsvenskan Bible, we chose to speak directly to the buyer/reader in a language in both image and text that they really understand and like. In all its simplicity, we chose to add another spider diagram to the long-awaited appendix magazine – a spider over Hallon's offer where we could highlight Hallon's product advantages and talk about Hallon as a "player on the market". With that, we are referring to the very important transfer market that each country and league has, as it is free to sign players between each other.