Launched a decade ago, Svenska Spel’s Gräsroten campaign has raised over SEK500.0m for grassroots sports associations and groups in Sweden. This initiative has enabled more children and young people to participate in sports, contributing to their physical and social development. The funds have been distributed among 8,567 associations across 35 different sports, including mainstream activities like football, ice hockey, and handball, as well as more niche sports such as cheerleading, skateboarding, and cricket.
A recent study commissioned by Svenska Spel revealed that four out of 10 organizations stated that the funding has allowed underprivileged children and youth to engage in sports that would have otherwise remained inaccessible to them. Additionally, 62% of associations mentioned that they were able to purchase more equipment thanks to the Gräsroten campaign.
Svenska Spel’s president and CEO, Patrick Hoffbauer, emphasized the significance of Gräsroten as more than just a sponsorship initiative. He highlighted that over the past 10 years, the initiative has helped create opportunities for children and young people to play sports, form new friendships, and contribute to a better society. The campaign has a broader impact by providing financial support to associations, ensuring that children and young people, regardless of their geographical location, can enjoy sports and have fun together.
In the third quarter of the year, Svenska Spel recorded gaming revenue of SEK1.95bn, a slight decrease of 0.9%. Within this revenue, SEK490m was generated by Svenska Spel’s sport and casino segment, which operates within the licensed sector. Critics have advocated for the sale of this segment. This figure represents a 6.8% decline compared to the third quarter of the previous year.
