How Svenska Spel is boosting local sport in Sweden
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10 Nov 2025 •
Reading time: 3 minutes For the 13ᵉ year running, Svenska Spel is investing heavily in Swedish youth sport. Through its Gräsroten initiative, this year the operator is distributing SEK 35 million (around €3 million) to almost 9,000 associations across the country. These funds are aimed at strengthening local infrastructure and supporting the involvement of young people.
Football, the biggest beneficiary of the funds
As in previous years, football receives the largest share, with almost SEK 14.1 million, or more than 40% of the total envelope. Ice hockey follows with around 6.3 million crowns, while handball and floorball are allocated 1.6 and 1.5 million respectively.
At club level, AIK Ishockeyförening is the most favoured with 647,038 crowns, followed by Leksands IF Ishockey (564,307) and Djurgårdens IF (287,478). The funding is used to purchase equipment, train coaches and develop young talent.
Sam Hallam, coach of the Tre Kronor national team, emphasises the importance of these investments:
“For Swedish hockey to continue to develop, we need a strong training system throughout the country, and Svenska Spel’s support plays a decisive role. With these funds, clubs can buy equipment, train leaders and improve conditions so that more young people have the chance to play hockey.”
Thanks to the involvement of Svenska Spel’s customers, all 21 Swedish provinces are receiving funding this year. Stockholm leads the way with SEK 5.77 million, followed by Västra Götaland (SEK 5.29 million) and Skåne (SEK 4.54 million).
Encouraging equality and training the next generation
Winter sports also benefit from this programme. Olympic medallist Sara Hector recalls how financial support during her youth shaped her career:
“Youth sports are incredibly important to all of us in society and have meant a lot to me, both as a community and as a foundation for my own career. The conditions I experienced at the time ultimately enabled me to win Olympic gold in Beijing. That’s why it’s so important that youth sports are properly resourced, because that’s how we build future stars while giving more people the chance to experience the joys of sport.”
A survey conducted by Svenska Spel and Novus shows that 59% of the clubs supported by Gräsroten are actively committed to gender equality. This includes the creation of mixed teams, fair representation of coaches and board members, and the promotion of under-represented groups as ambassadors.
Anna Johnson, CEO of Svenska Spel, insists on the social significance of these actions:
“The dream of representing your country, or simply being part of a team, always starts within the local club. We want to make sure that young sportsmen and women have adequate resources, regardless of discipline or geography. As Sweden’s largest sports sponsor, this is how we take our responsibility to give back to the communities we are part of.”
International footballer Anton Salétros, who began his career at Enskede IK, stresses the importance of this support:
“I started playing at Enskede IK, a classic club with a solid youth programme, in which parents and volunteers play an essential role. From my own experience, I know how crucial it is for clubs across the country to have the right conditions for young players to get involved. That’s why long-term partners who support youth sport are essential.”
Svenska Spel is demonstrating that a regular and structured financial commitment can have a tangible impact on youth sport. From improved infrastructure to equality programmes and support for local clubs, this 35 million kroner is not just an investment in sport, but in Sweden’s social and cultural future.