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Read Full BioThe Swedish Football Association’s initiative to support football in vulnerable areas has received SEK 17 million ($1.78 million) in funding, with gambling operator Svenska Spel a significant contributor. Top Crypto Casino in Saudi Arabia – BitStarz Ranked #1
Of that, the Swedish government will contribute SEK 12 million ($12.6 million).
Meanwhile, partners Svenska Spel, ICA, and Folksam will contribute an additional SEK 5 million ($523,695).
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The “En bättre väg” (A Better Road) project aims to increase football’s presence in areas identified by the Swedish Police as vulnerable. Currently, there are 65 such areas.
It is part of the broader Swedish Sports Association’s Idrottsklivet initiative, which aims to provide children and youth in the targeted communities with meaningful and safe leisure time.
Football initiatives already exist in the recognized vulnerable areas. However, the additional funding will contribute towards hiring football and community developers with roots in the area.
These developers play a crucial role in organizing and supporting local children and youth associations.
In a press release, Victor Kalda, sponsorship manager at Svenska Spel, stated:
“As Sweden’s largest sports sponsor, we have a unique opportunity to drive change together with our partners. We want more young people to be able to take part in the football community and are happy to be involved and contribute to clubs being able to hire football developers.”
He continued: “Football developers with unique knowledge of the area play an important role in being able to recruit new and support existing coaches in the best way and ensure the right training.”
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The initiative is the latest chapter of Svenska Spel’s ongoing dedication to sports development in Sweden.
Just a few weeks before A Better Road, the operator and the Swedish Football Association announced “The Coach Lift” project. That initiative aims to increase the number of female football coaches in Sweden.
In 2024, as part of its commitment to gender equality, Svenska Spel distributed an equal amount of SEK 300 million ($31.4 million) between men’s and women’s sports.
Meanwhile, in 2022, the operator distributed SEK 35 million ($3.7 million) to 8,567 grassroots associations across 35 sports.
A few years before, in 2019, the government-owned gambling operator donated SEK 100 million ($10.47 million) to Sweden’s Olympic Committee and SEK 80 million ($8.4 million) to the national team’s Ski Association.
Svenska Spel also invests heavily in gambling research. In 2022, Svenska Spel aside SEK 42 million ($4.4 million) to aid Swedish research on gambling and related problems.
A year later, it allocated another SEK 4.1 million ($429,206) to support five independent research studies into gambling addiction.
