Svenska Spel, Sweden’s state-owned gambling company, announced SEK 35 million ($3.65 million) in youth sports grants. This is part of the Gräsroten (Grassroots) initiative and will see the operator award money to 76 sports.

Svenska Spel to Support 8,784 Associations

Like previous years, distributing the money across the recipients is based on the preferences of Svenska Spel’s customers. This year, Swedish youth soccer organizations will get SEK 14.1 million, allowing them to cultivate the next generation of pro athletes. In the meantime, Svenska Spel will donate SEK 6.3 million to ice hockey associations, SEK 1.6 million to handball, and SEK 1.5 million to floorball.  

The operator added that, in terms of organizations, AIK Ishockeyförening will get the lion’s share of SEK 647,038. Leksands IF Ishockey and Djurgårdens IF, meanwhile, will receive SEK 564,307 and SEK 287,478, respectively.

Svenska Spel elaborated that a total of 8,784 sports associations from all Swedish counties will receive funding per the initiative. A significant portion of the money (SEK 5.8 million) will go to Stockholm-based clubs. Organizations in Västra Götaland and Skåne, on the other hand, will receive SEK 5.3 million and SEK 4.5 million, respectively.

Svenska Spel noted that 59% of organizations are planning on a more even distribution between the sexes. The operators’ donations will support these initiatives, supporting the development of the grassroots sports space.

Athletes Praised Svenska Spel’s Commitment

Svenska Spel’s president and chief executive officer, Anna Johnson, commented on the initiative, highlighting the importance of supporting the future generation of athletes.

This is how we want to take responsibility as Sweden’s largest sports sponsor, by giving back to the society that we ourselves are part of and create joy and benefit for more people.

The initiative was hailed by a variety of athletes, coaches and other sports personalities, including Three Crowns captain Sam Hallam, Olympic gold medalist Sara Hector, and national soccer team player Anton Saléthros.

All of them emphasized the importance of creating conditions for the development of new sports professionals and praised Svenska Spel’s commitment to supporting the sports sector.

In the meantime, Svenska Spel just announced its decision not to renew its sponsorship deal with Elitfotboll Dam (Elite Football Women), Sweden’s top-flight women’s soccer organization. Despite that, the operator will serve the remainder of its term as the organization’s sponsor.