Svenska Spel has renewed its investment of SEK 35m (€3m) in Sweden’s youth sports, continuing its Gräsroten initiative for the 13th consecutive year.
The programme reaffirms Svenska Spel’s position as Sweden’s largest sports sponsor, ensuring support reaches junior programmes, equipment purchases, and local club projects across the country.
This year, more than 8,700 clubs across 76 sports will share the SEK 35m allocation, which is determined directly by Svenska Spel’s customers.
As in previous years, football leads the way with SEK 14.1m (40%) of total funding, followed by ice hockey (SEK 6.3m), handball (SEK 1.6m), and floorball (SEK 1.5m). Among clubs, AIK Ishockeyförening will receive the largest contribution at SEK 647,000, followed by Leksands IF Ishockey (SEK 564,000) and Djurgårdens IF (SEK 287,000).
Proven talent
Tre Kronor national team coach Sam Hallam praised the programme’s long-term impact on youth development: “Strong, national youth activities are crucial for Swedish hockey to continue to thrive, and Svenska Spel is a supporting influence on this. Using this funding, associations can purchase materials, train leaders and provide opportunities for more young people to play.”
Olympic alpine champion Sara Hector reflected on her own journey, crediting grassroots support for shaping her career: “Youth sports provided me with community and purpose. The opportunities I had growing up contributed to me becoming an Olympic gold medallist in Beijing. Gräsroten, and similar programmes, are how we build stars of the future.”
Wider equality & participation
According to this year’s Gräsroten data, 59% of Swedish sports associations are actively working toward gender equality — introducing mixed teams, ensuring balanced coaching representation, and promoting underrepresented voices into leadership roles.
Svenska Spel President and CEO Anna Johnson said the company’s continued investment underscores its role in building a sustainable sporting culture: “The dream of representing Sweden, or simply being part of a local team, always starts at the grassroots. Together with our customers, we’re helping ensure youth sports have the right resources — no matter the sport, or where in the country you live.”
New reach and impact
All 21 Swedish counties will benefit from the 2025 Gräsroten distribution, led by Stockholm (SEK 5.8m), Västra Götaland (SEK 5.3m) and Skåne (SEK 4.5m).
Sweden international Anton Salétros, who began his career at Enskede IK, highlighted how such long-term support sustains both local and elite pathways:
“I started in a community club run by volunteers. That experience made me realise how crucial these contributions are — not just for large academies but for every club that gives kids the opportunity to play.”
Svenska Spel returns to growth
The renewed commitment comes after a strong Q3 trading update, in which Svenska Spel returned to growth and profit following a strategic transformation of its retail division. The company’s decision to close its Casino Cosmopol venues and reduce its Vegas arcade footprint has streamlined operations and improved efficiency.The operator stated that its community-driven, digital-first model now sits at the heart of Svenska Spel’s wider ambition for “sustainable entertainment and social contribution.”