Skidförbundet, the Swedish Ski Association (SSA), has signed a new sponsorship agreement with Svenska Spel, the country’s state owned regulated gambling operator.
Svenska Spel will become the primary sponsor of Skidförbundet for five-years starting on 1 July 2021. The deal is worth just over SEK 125 million and will focus on investing in young talent.
The partners plan on creating development national teams, named Team Svenska Spel, and all earnings will be earmarked to create the best possible opportunities for training.
In addition both the operator and the governing body will continue to work for ‘an equal sport and to get more people moving’.
“Svenska Spel has a long-term and large commitment to Swedish sports,” remarked Ola Strömberg, Federal Director of Skidförbundet.
“Therefore, it feels very good to continue the collaboration that makes it possible to strengthen the Swedish Ski Association’s all ten branches. In Svenska Spel, we have a partner who will do everything to create the right conditions for our active members.”
Patrik Hofbauer, President and CEO of Svenska Spel, added: “We are happy and proud to collaborate with the Swedish Ski Association. 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.”
The agreement is a further expansion of Svenska Spel’s presence in Swedish skiing, having been the presenter partner for the cross-country team since 1 July 2019. The agreement was renewed from 1 July 2021 to 30 June 2026.
The Swedish Ski Association includes the disciplines alpine, ski jumping, cross-country skiing, freeski, hump, roller skis, skicross, snowboard, speedski and telemark .
“It is gratifying to be able to expand the collaboration with Svenska Spel, after getting to know each other for two years,” commented Chairman of Skidförbundet, Karin Mattsson.
“We know that Svenska Spel works hard to get more children and young people moving and on 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”, says Karin Mattsson, chairman of the Swedish Ski Association.
The Swedish Ski Association includes the disciplines alpine, ski jumping, cross-country skiing, freeski, hump, roller skis, skicross, snowboard, speedski and telemark.
Svenska Spel’s confirmation as new sponsor coincided with Skidförbundet announcing its men and women’s ski teams will be competing at this winter’s World Ski Championships in Oberstdorf, Germany, from 23 February to 7 March.
Erik Strand, Chairman of the Board of Svenska Spel, also said: “All forms of skiing are appreciated sports in Sweden and therefore we are extra happy about this collaboration.
“Through the agreement, we can participate and contribute to all branches of Swedish skiing and snowboarding continue to develop.”