Svenska Spel Distributes SEK 35 Million to Support Youth Sports Across Sweden
For the 13th consecutive year, Svenska Spel is channeling millions of kronor directly into youth sports clubs across Sweden. Through its Gräsroten initiative, the operator’s customers decide how SEK 35 million (€3 million) is distributed among nearly 9,000 associations nationwide – from football and hockey to smaller disciplines such as futsal and kayaking.
Football Receives the Largest Share of Funding
As in previous years, football receives the largest portion of support with nearly SEK 14.1 million, which represents just over 40 percent of the total amount. Ice hockey follows with approximately SEK 6.3 million, while handball receives SEK 1.6 million and floorball SEK 1.5 million.
At the club level, AIK Ishockeyförening receives the highest amount at SEK 647,038. Leksands IF Ishockey follows with SEK 564,307 and Djurgårdens IF with SEK 287,478. The initiative continues to provide essential resources for equipment, coaching education and youth development throughout the country.
Tre Kronor head coach Sam Hallam underlined the importance of long-term investment in local youth programmes:
“For Swedish hockey to continue growing, we need a strong youth system across the country, and the support from Svenska Spel plays a decisive role. Thanks to these funds, clubs can buy equipment, train leaders and improve conditions so that more young people get the chance to play hockey,” said Hallam.
Investing in Equality and the Next Generation of Athletes
Winter sports are also among the beneficiaries. Olympic gold medallist Sara Hector recalled how financial support during her early years made a difference in her career:
“Youth sports are incredibly important for all of us in society and have meant a lot to me, both as a community and as a foundation for my own career. The conditions I had back then eventually led to an Olympic gold in Beijing. That is why it is so important that youth sports receive proper resources, because that is how we build future stars while giving more people the chance to experience the joy of sport,” said Hector.
A survey carried out by Svenska Spel and Novus showed that 59 percent of clubs supported by Gräsroten actively work to achieve gender balance. This includes creating mixed teams, ensuring equal representation among coaches and board members, and encouraging underrepresented groups to become ambassadors for their sports.
“The dream of representing your country, or simply being part of a team, always begins at the local club. We want to ensure that youth sports get the right resources regardless of discipline or geography. As Sweden’s largest sports sponsor, this is how we take responsibility by giving back to the communities we are part of,” said Svenska Spel CEO Anna Johnson.
Every County Benefits from Gräsroten
Thanks to the engagement of Svenska Spel’s customers, associations from all 21 Swedish counties will receive funding this year. Stockholm leads the list with SEK 5.77 million, followed by Västra Götaland with SEK 5.29 million and Skåne with SEK 4.54 million.
National team footballer Anton Salétros, who started his career at Enskede IK, highlighted the importance of stable support for clubs at all levels:
“I started playing at Enskede IK, a classic club with a strong youth programme where parents and volunteers play a key role. From my own experience, I know how crucial it is for clubs across the country to have the right conditions to engage young players. That is why long-term partners who support youth sports are essential,” said Salétros.
About Gräsroten
Each year, Svenska Spel allocates SEK 35 million through Gräsroten to strengthen youth and grassroots sports in Sweden. In 2025, the programme supported 76 different sports and more than 8,784 associations. Customers decide how the funds are distributed, ensuring that support goes directly to local clubs that matter most to their communities.