The Swedish Ski Association Skidförbundet has confirmed that Svenska Spel will act for the next five years as its new ‘Principle Partner’.
Through the deal, the state-owned lottery and betting shop operator will become the Swedish pro-skiing federation’s lead sponsor, committing an investment of SEK 125 million (EUR 12.5 million) to the pro-athlete and youth development initiatives of the Skidförbundet.
World Ski Championships
The announcement of Svenska Spel as a new sponsor coincided with Skidförbundet confirming that its men’s and women’s ski teams will participate at the World Ski Championships in Oberstdorf, Germany this winter (23 February to 7 March).
In addition, Svenska Spel outlined its responsibilities to finance the latest ‘social directive’ of Skidförbundet to promote skiing within Swedish society as a ‘equal opportunity sport’.
Karin Mattsson, chairman of Svenska Skidförbundet said: “We know that Svenska Spel works hard to get more children and young people moving on the snow, and that is exactly what we and our activists are also passionate about.
“With a strong partner, we get an even better opportunity to reach out and inspire more people to experience real snow joy.”
Svenska Spel had acted as the main sponsor of the cross-country ski team for Skidförbundet prior to its sponsorship. The new agreement will see Svenska Spel serve as the main affiliate of all Skidförbundet pro-teams covering the alpine skiing, cross-country, snowboarding, ski-jumping, freestyle and ski-cross disciplines of the sport.
Patrik Hofbauer, CEO of the Svenska Spel Party, stressed the importance of Svenska Spel representing ‘Sweden’s most beloved sport’.
He said: “Skiing and snowboarding are popular and stand for many positive values. Here we find many of our most beloved national teams and athletes. As the country’s largest sports sponsor from grassroots to elite, we want to be involved and contribute to our national team skiers continuing to be successful and enable young talents to develop”