Stockholm in joint collaboration to secure sports events

Stockholm, Gothenburg, Malmö, Jämtland/Härjedalen and the Swedish Sports Confederation have joined forces to market Sweden a worthy choice for major sports events in the international arena. The venture is called Sweet Spot Sweden, and the first step is taking part in SportAccord Convention in London in April.

It’s hard to beat a successful sports event as an opportunity for showcasing a country, its sports movement, cities and regions. Sports events attract visitors who spend both time and money on site, and they often return. Many cities and countries have realized this and have increased their efforts to secure championships and tournaments. The competition has, in other words, toughened.

Which is why Stockholm, Gothenburg, Malmö and Jämtland/Härjedalen together with the Swedish Sports Confederation have decided to join forces instead of competing with one another. The venture is called Sweet Spot Sweden and aims to feature Sweden as a unique organizer of major sports events.

“We want to focus on what makes Swedish sports so successful – the ability to build a winning team. This time, the prize is in the form of securing major international sports events. This is why we have chosen to present Sweden at the world’s largest and most important forum for sports events: SportAccord Convention in 2011 and 2012”, says Karin Mattsson Weijber, President of the Swedish Sports Confederation.

The different Swedish sports federations have often and fairly continuously organized World and European Championships and other international events. Today, however, the work requires a more long-term approach and individual ventures find it difficult to keep up with the competition. Joint efforts will be required in order to attract major events.

“In many ways Sweden is a small country, but we have a unique sports movement based on a huge level of commitment that has led to astounding successes. And we have cities and regions with well-developed infrastructure that are both willing and able to take on large events. Sweet Spot Sweden enables us to demonstrate a winning combination of Sweden as a competent organizer and the great values of the Swedish sports movement; the basis for truly special events. Also, we want both the Swedish population and our athletes to experience more sports events at home”, says Karin Mattsson Weijber.

For more information, please contact

Karin Mattsson Weijber
President of the Swedish Sports Confederation
+46 (0)70-600 37 22

Peter Lindqvist
CEO of Stockholm Visitors Board
+46 (0)8-508 285 92