Swedish Cycling unveils Svenska Spel as lead sponsor of social initiative

Svenska Spel x Swedish Cycling
Image: Shutterstock

Svenska Spel has been announced as the principal sponsor of a new social initiative developed by Cykelförbundets, Sweden’s Cycling Federation.

Project Ledstjärna (guiding star) – Citizens in Motion – has been formed to improve the accessibility of cycling to the Swedish public and local communities.

The campaign is fronted by Svenska Spel-funded Paralympian athlete Anna Beck, who won gold at last year’s UCI Road Race World Championships, in addition to a silver medal at the 2020 Tokyo Games.

“It’s about getting more people moving and it’s something I’m passionate about, including more people in our fantastic sport and enabling more people to have the conditions to move,” Beck said.

“This applies to all areas of life, from getting more people to think of the bicycle as a possible means of transport, to getting at least a few to want to compete at a high level and get out to competitions.

“It is noticeable that cycling is becoming increasingly popular instead of taking the car, so I get into a good position.”

The Svenska Spel-funded project aims to promote cycling as a ‘socially embracing day-to-day activity’, working in collaboration with Cykelförbundets’ social directive.

The news follows last month’s announcement that Svenska Spel will pay a dividend of SEK2.9bn back to the Swedish government, following ‘strong’ 2021 financial results.