Swedish FA’s Min Fotboll Breaks Records

What began as a strategic digital initiative to strengthen grassroots football has evolved into one of Sweden’s largest sports platforms. In 2025, Min Fotboll, the Swedish Football Association’s official app, powered by Sportswik, delivered record-breaking growth and engagement, demonstrating how a federation-owned digital ecosystem can scale nationally.

By the end of the year, Min Fotboll had reached 956,000 registered users, representing more than 9% of Sweden’s total population. With 531,000 monthly active users, the platform now ranks among the country’s most widely used sports apps and has become a central pillar of Swedish grassroots football.

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A Digital Platform at National Scale

To put these numbers in perspective:

• Sweden has a population of approximately 10.5 million people. Reaching nearly 1 million users means Min Fotboll has achieved penetration levels comparable to the country’s largest consumer digital services.

• Over half a million monthly active users represent engagement levels typically associated with major national media or entertainment apps.

• In 2025, Min Fotboll ranked among the top sports apps in Sweden on both iOS and Android, consistently appearing alongside major global sports media brands in national app store charts — a remarkable position for a federation-owned grassroots platform.

• Unlike traditional sports media apps focused on elite competitions, Min Fotboll is built predominantly around youth and amateur football — bringing visibility to thousands of local teams, players and communities across the country.

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Community-Driven Engagement at Unprecedented Levels

Engagement levels on the platform are exceptionally high:

• 20% of all registered users actively contributed content in 2025 — uploading photos and videos, commenting, managing line-ups and live scores or livestreaming matches (for comparison, many social platforms see single-digit percentages of users contributing original content).

• 132,000 matches featured user-generated content between January and December 2025.

• 14,000 matches were livestreamed, demonstrating the scale of real-time, community-powered coverage.

This level of contribution demonstrates that Min Fotboll is not a typical digital platform — it is a participatory ecosystem for the entire Swedish football pyramid.

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A New Commercial Engine for Grassroots Football

Since its launch in partnership with Sportswik in 2019, Min Fotboll has generated millions of euros in partnership and streaming revenue, creating a sustainable new funding stream for district associations, clubs and teams.

The platform has enabled both national and local brands to activate targeted digital campaigns at scale. Global sponsors such as Coca-Cola, adidas and Volvo, amongst others, have leveraged the platform’s sophisticated audience targeting capabilities and authentic sports-specific digital activations to deliver campaigns that outperform traditional digital channels.

At the same time, local partners have used geo-targeted placements to connect directly with community audiences — something previously impossible in analogue grassroots environments.

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A Blueprint for Federations Globally

The success of Min Fotboll demonstrates how a national federation can:

• Digitally connect its entire grassroots pyramid

• Convert participation scale into measurable commercial value

• Deliver sponsor ROI beyond traditional signage and exposure

• Own valuable data, content and audience relationships

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As federations worldwide seek sustainable digital transformation models, the partnership between the Swedish FA and Sportswik stands as one of Europe’s most compelling grassroots digital success stories.

Reflecting on the platform’s growth, Martin Wiklund, Founder of Sportswik, added: “Reaching nearly one million users shows what’s possible when a federation truly owns its digital ecosystem. Min Fotboll proves that grassroots sport can scale nationally — creating engagement, visibility and sustainable commercial value at the same time.”

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