Satisfying the Customer

I dare any professional sports team in the United States to do what this soccer team in Sweden has done:

STOCKHOLM (Reuters) - IF Elfsborg will refund the admission fee and traveling costs to soccer fans who attended their crushing 8-1 defeat at newly-crowned champions Djurgarden in the final game of the Swedish premier league season, the club said Tuesday.

Elfsborg admitted their performance at Djurgarden was "unacceptable," and promised to refund ticket and travel expenses to fans who made a round-trip of around 435 miles to Stockholm to watch the game.

"We wish that we had been able to say that it depended on external factors, but there are no excuses, no explanations. We were just bad," the club, who finished the season in seventh place, said in a statement.

"We want to apologize to all our supporters, members and sponsors and the volunteers who work for our organization."

"8-1 will be ringing in our ears for the coming five or six months," Elfsborg said.

Djurgarden had clinched the league title the previous week.