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-standingsupporter of Swedish football and one of the country’s most recognised nationalbrands, Svenska Spel wanted to deepen its engagement with the footballcommunity in a way that felt both responsible and genuinely valuable toplayers, fans and clubs. Traditional sponsorship channels struggled to delivermeaningful relevance — especially across the thousands of teams and divisionsthat make up Swedish senior and grassroots football. Svenska Spel needed a wayto 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 userexperience.
The Solution
Through its role asthe official statistics partner in Min Fotboll, Svenska Spel became seamlesslyembedded in the matchday experience. Without any manual production or handling,Svenska Spel presented engaging facts and insights generated directly from livematch data across all levels of football. Messaging was automatically adapteddepending on whether a given level was part of Svenska Spel’s betting offeringor not and users under 18 were shown a generic “Min Fotboll Stats” version withno betting-related messaging, reinforcing a commitment to safe and compliant audienceengagement. In parallel, Svenska Spel activated personalised advertising topromote Gräsroten, enabling users to support their favourite clubs with just afew taps. Because the ad appeared in the context of the user’s chosen team, andbecause the club was preselected upon clicking through, the experience felttailored, intuitive and directly connected to the supporter’s local footballidentity. This combination of contextual presence and smart personalisationallowed Svenska Spel to strengthen its community footprint while reinforcingthe value of the Gräsroten initiative nationwide.
The Results
- Svenska Spel became a seamlesspart of the football experience for hundreds of thousands of players, families,friends, and fans through its integration with Min Fotboll, deliveringtailored, compliant messaging across all levels of Swedish football.
- Svenska Spel’s digitalactivations in Min Fotboll reached 344,961 unique users in 2025 alone —representing a 23% compound annual growth rate (CAGR) in unique users reachedsince 2021.
- Over the same period, SvenskaSpel engaged a total of 496,178 unique users via Min Fotboll, reinforcing itsrelevance and visibility throughout the football ecosystem.
- More than 89 millionimpressions have been generated through Svenska Spel’s digital activations,including dynamic Gräsroten promotions that connect directly with fans’favourite teams.
