Enhanced User Experience as Stats Partner and Grassroot Support
Seamless matchday presence: Official stats partner embedded across every level of Swedish football
Responsible reach at scale: 496,000+ unique users engaged with compliant, age-adapted messaging
Contextual activations at scale: 89+ million team-linked impressions delivered
The Challenge
As a long-standing supporter of Swedish football and one of the country’s most recognised national brands, Svenska Spel wanted to deepen its engagement with the football community in a way that felt both responsible and genuinely valuable toplayers, fans and clubs. Traditional sponsorship channels struggled to deliver meaningful relevance — especially across the thousands of teams and divisions that make up Swedish senior and grassroots football. Svenska Spel needed a way to strengthen its role as a natural part of the football experience, highlightits Gräsroten (grassroot) initiative and connect these to the everyday journeysof players, fans and clubs without adding friction or disrupting the user experience.
The Solution
Through its role as the official statistics partner in Min Fotboll, Svenska Spel became seamlessly embedded in the matchday experience. Without any manual production or handling, Svenska Spel presented engaging facts and insights generated directly from live match data across all levels of football. Messaging was automatically adapted depending on whether a given level was part of Svenska Spel’s betting offering or not and users under 18 were shown a generic “Min Fotboll Stats” version with no betting-related messaging, reinforcing a commitment to safe and compliant audience engagement. In parallel, Svenska Spel activated personalised advertising to promote Gräsroten, enabling users to support their favourite clubs with just a few taps. Because the ad appeared in the context of the user’s chosen team, and because the club was preselected upon clicking through, the experience felt tailored, intuitive and directly connected to the supporter’s local football identity. This combination of contextual presence and smart personalisation allowed Svenska Spel to strengthen its community footprint while reinforcing the value of the Gräsroten initiative nationwide.
The Results
- Svenska Spel became a seamless part of the football experience for hundreds of thousands of players, families, friends, and fans through its integration with Min Fotboll, delivering tailored, compliant messaging across all levels of Swedish football.
- Svenska Spel’s digital activations in Min Fotboll reached 344,961 unique users in 2025 alone — representing a 23% compound annual growth rate (CAGR) in unique users reached since 2021.
- Over the same period, SvenskaSpel engaged a total of 496,178 unique users via Min Fotboll, reinforcing its relevance and visibility throughout the football ecosystem.
- More than 89 million impressions have been generated through Svenska Spel’s digital activations, including dynamic Gräsroten promotions that connect directly with fans’ favourite teams.
