Swedish women's football faces sponsor crisis

The future of Sweden's top women's football leagues appears precarious as major sponsors announce their departure, casting a shadow over the sport's financial stability despite its global growth. Elitfotboll dam (EFD), the organization overseeing the highest leagues, confirmed that its main partner, Svenska Spel, will not renew its contract. Adding to the concern, the Damallsvenskan's title sponsor, Obos, has also decided not to extend its agreement.

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Many of our clubs are already in an uncertain situation. Then it becomes the last straw when we come and tell them that we do not have finalized agreements for next year.

Clubs in the Damallsvenskan and Elitettan received this news during a meeting on Tuesday afternoon. Ylva Johansson, the EFD chairperson and a former EU commissioner, acknowledged the difficult situation for many clubs. "Many of our clubs are already in an uncertain situation," Johansson told DN. "Then it becomes the last straw when we come and tell them that we do not have finalized agreements for next year."

Johansson, who took over as EFD chair in March, described her return to football as "fantastically fun and stimulating." She noted the immense development and energy in women's and girls' football globally. However, she pointed out a critical imbalance: "Women's football is experiencing a fantastic boost, but that also means costs are increasing, salaries are increasing – at the same time as we have not achieved a breakthrough on the audience side."

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Women's football is experiencing a fantastic boost, but that also means costs are increasing, salaries are increasing – at the same time as we have not achieved a breakthrough on the audience side.

She candidly stated, "We have enormous potential, but right here and now, we have a difficult economic situation, there is no point in hiding it. Investments are lagging." EFD is actively seeking new commercial partners, organizing seminars focused on business, communication, and partnerships, with a particular emphasis on engaging Generation Z through platforms like TikTok. "We are working very actively to get commercial collaborations," Johansson said, adding, "But it's up to us how well we manage to package the product that we actually have."

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We have enormous potential, but right here and now, we have a difficult economic situation, there is no point in hiding it. Investments are lagging.

The departure of sponsors is partly self-inflicted. Last year, EFD clubs rejected a proposal from American investors, the Women's Football Group, who were prepared to invest hundreds of millions of kronor in exchange for controlling the sport's rights for 25 years. This deal would have required all EFD agreements to have the same expiration date. "But then that collaboration didn't happen, so this is a bit self-inflicted," Johansson admitted. The simultaneous expiration of all sponsorship deals increases the uncertainty for the leagues. Additionally, the television rights agreement for the Damallsvenskan also expires after the current season, although EFD reports significant progress in securing a new deal.

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But then that collaboration didn't happen, so this is a bit self-inflicted.