Svenska Spel has launched its new nationwide campaign ‘Om Supporterskap’ (Our Support) highlighting its dedication to funding Swedish athletes taking part in the Tokyo Olympic Games.
Om Supporterskap has been co-developed as a nationwide campaign and documentary mini-series with Svenska Spel and it follows six Swedish Olympic Committee (SOK) athletes as they prepare to compete in Japan this summer.
Since 2019, Sweden’s state-owned lottery and gaming operator has served as principal partner of SOK, guaranteeing it €2m per year in the direct funding of athlete development programmes.
This week, Svenska Spel published its first documentary detailing the Olympian journey of Team SOK athlete Petter Menning, who is regarded as one of Sweden’s strongest gold hopes for Tokyo 2021 in the 200m canoe racing series.
Other Team SOK athletes featured in the docu-series include Angelica Bengtsson (pole vault), Max Salminen, (pro-sailing), Sara Algotsson Ostholt (dressage), Sofia Mattsson (wrestling) and Anna Bernholm (judo).
In its campaign notes, Svenska Spel stated that it wanted to show the ordinary lives of SOK athletes as they transition towards ‘becoming sports idols in the summer followed by fans all over the country’.
Svenska Spel will broadcast its docu-series and further Team SOK-related content across its digital and social media portfolio.
Earlier this month, Svenska Spel secured the principal sponsorship of Skidförbundet, Sweden’s pro-ski association with teams currently competing in the World Ski Championships in Oberstdorf, Germany (February 23 – March 7).