One Platform for All: Building Sweden’s Digital Football Community
Exceptional engagement: 20% of users contributing content
Nationwide reach: 956,000 registered users (9% of Sweden’s population)
New revenues: €Millions+ generated for grassroots football
The Challenge
The Swedish Football Association needed to evolve its digital strategy to better serve and elevate the grassroots game. As the most popular sport in Sweden, football engages millions across all age groups. While elite competitions received strong coverage, youth and amateur football lacked visibility, digital engagement and sponsor value. The Swedish FA saw an opportunity to close this gap by increasing community connections and creating new value for partners. At the same time, the federation sought a secure, owned platform to communicate directly with coaches, players and families — while enabling measurable, high-impact sponsor activations at scale.
The Solution
In 2019, the Swedish FA entered into a partnership with Sportswik to license the Sportswik white-label app and media platform under the name Min Fotboll, bringing the entire Swedish football pyramid online. Integrated with the national competition management system, the app enables real-time scores, stats, live streaming, fan engagement and user-generated content at every level of the game — from elite academies to local amateur and youth clubs. With a simple and inclusive interface, Min Fotboll empowers everyone — coaches, players, families, friends, and fans of all ages — to follow the teams they care about and engage with the game. For sponsors, it offers precise audience targeting and performance analytics, turning mass grassroots participation into measurable brand impact.
The Results
- 956,000 registered users by December 2025 — more than 9% of Sweden’s population — with 531,000 monthly active users, making Min Fotboll one of the country’s most widely used sports platforms.
- 20% of all registered users has contributed with content (pictures, videos, comments, lineups, streaming, etc), indicating exceptionally high user engagement.
- 132,000 matches featured user-generated content and 14,000 matches were live streamed between January and December 2025, showcasing the scale of community-driven reporting and live coverage.
- Millions of euros in partnership and streaming revenue have been generated since 2019, creating a new source of grassroots funding for district associations, clubs and teams.
- Both national and local brands have activated highly targeted campaigns through Min Fotboll — with sponsors like Coca-Cola, adidas, and Volvo achieving significantly higher click-through rates than comparable digital channels, while local partners leverage the platform for high-engagement, community-specific exposure.
"With Min Fotboll, we’ve been able to bring the football community together and the grassroots game into the spotlight — not only for players and families, but also for our sponsors. It’s given us a secure, scalable way to engage directly with the football community while unlocking new digital value for our partners."
