Svenska Spel partners Swedish Olympic Committee

Gambling operator Svenska Spel has agreed to become the new main sponsor of the Swedish Olympic Committee (SOK) and also signed a long-term partnership with the Swedish Ski Association.

The SOK agreement is worth more than SEK100m (£8.5m/€9.5m/$10.7m) and will run for six years, through to December 31, 2026.

Svenska Spel will work with the SOK on a number of joint initiatives, including targeted investment in SOK’s Top and Talent program and establishing a special Svenska Spel Team, which will feature athletes from a number of sports.

The official link-up comes after Svenska Spel declared its support for an SOK bid to host the 2026 winter Olympic and Paralympic Games in Stockholm. However, organisers last week voted to stage the Games in the Italian cities of Milan and Cortina d’Ampezzo.

“We want to be involved and contribute to making Swedish Olympians even more successful and we will do everything possible to support the best possible conditions,” Svenska Spel president and chief executive, Patrik Hofbauer, said.

“SOK’s way of working with inclusion and development of sport to inspire more young people to find their sport is in line with how Svenska Spel sees sport. We want it to be open, inclusive and equal.”

Meanwhile, Svenska Spel has announced details of a new seven-year partnership with the Swedish Ski Association. The deal, which runs through to June 30, 2026, is worth around SEK80m and focuses on long-distance skiing.

Svenska Spel will support the national governing body with investment in the development of 24 cross-country skiers aged 18-22. This group will now be known as Team Svenska Spel.

“We are happy and proud to cooperate with the long-distance team, which is one of our most beloved teams,” Hofbauer said. “As the country's largest sports sponsor, we want to contribute and help our national team players continue to be successful and we will do everything possible to give them and the talents of Team Svenska Spel the best possible conditions for success.”

Ola Strömberg, head of the Swedish Ski Federation, added: “We know that Svenska Spel is working hard to get more children and young people in motion and that is something that even the active ones are passionate about.

“With a strong partner we get even better opportunity to reach out and inspire more people to move.”