Svenska Spel has announced that it has allocated an additional SEK 1 million (€100,000) in prize money to be distributed amongst Swedish pro-ski and pro-snowboarding competitions.
Winter 2021/2022 will see the gambling company serve as the title sponsor of Skidförbundet’s Alpine Elite Ski Tour and Elite Series covering alpine, humpback, speedski, freeski and snowboarding formats.
Kalle Olsson Bexell, Marketing Manager at Ski Team Sweden Alpine, commented: “Svenska Spel Alpine Elite Tour is one of the most important strategic building blocks for developing Swedish alpine skiing in the future.”
The additional prize money will be awarded as a ‘cheering prize’ to the competitors of 25 Alpine Elite Ski and Elite Series events.
Bexell added: “The competition series is a bridge between the club and national team activities, where the quality of the competitions is of great importance for how young skiers can continue their development, while older skiers can be motivated to continue investing. With a long-term partner like Svenska Spel, we can develop the tour into a national sports affair.”
The funding will be pledged to Skidförbundet – Sweden’s Ski Association, which last winter expanded its sponsorship agreement with Svenska Spel, which became the principal sponsor of all Swedish pro-Ski disciplines.
Furthermore, the organisation has expanded its flagship Alpine Elite Tour to cover 14 competitions for the racing disciplines of Slalom, Giant Slalom, Super G and Super Downhill.
In March this year, the enterprise opted to stand by its sponsorship of the country’s national football team at next year’s FIFA World Cup in Qatar, due to be held in November and December.
This announcement saw the platform’s Sustainability Manager, Kajsa Nylander, and Sponsorship Manager, Nicklas Biverstahl, issue a statement on behalf of Svenska Spel recognising that the choice of host nation for the 2022 edition of the tournament ‘lacks respect for human rights’.
