Svenksa Spel Unveils SOK Olympic journey Support Campaign

Svenska Spel has unveiled its latest ‘Om Supporterskap’ (‘Our Support’) national campaign, highlighting its contribution to supporting Swedish athletes participating in the Tokyo 2021 Olympic Games this summer.

Om Supporterskap was co-developed with Svenska Spel as a national initiative and documentary mini-series, covering six Swedish Olympic Committee (SOK) athletes as they prepare to participate in 2021 in Tokyo.

SOK’s primary partner since 2019

Svenska Spel has been the primary partner of SOK since 2019, with the Swedish national lottery provider pledging EUR 2 million annually for direct sponsorship of athlete growth programmes.

Svenska Spel released its first documentary this week documenting Team SOK athlete Petter Menning’s Olympian experience, known in the 200M canoe racing series as one of Sweden’s best gold hopes for Tokyo 2021.

Team SOK athletes

In Svenska Spel’s docu-series, other Team SOK athletes include Angelica Bengtsson (pole vault), Max Salminen (pro-sailing), Sara Algotsson Ostholt (dressage), Sofia Mattsson (wrestling) and Anna Bernholm (judo).

Svenska Spel claimed in its campaign notes that it wanted to represent the ordinary lives of SOK athletes as they moved to ‘becoming sports idols in the summer, followed by fans all over the country.’

In its multimedia and social media portfolio, Svenska Spel will broadcast its docu-series and more Team SOK-related content.

Svenska Spel won the primary sponsorship of Skidförbundet this February, the Swedish pro-ski association of teams currently participating in the Oberstdorf World Ski Championships, Germany (23 February to 7 March).

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