“Sports create natural encounters and build trust”

Could you start by briefly telling us about Prioritet's involvement in sports?
– Sports have long been a natural part of Prioritet Finans' commitment. We sponsor both grassroots and elite sports across the country and see it as a way to contribute to stronger local communities. For us, it's about more than exposure – sports represent values like teamwork, responsibility, and long-term vision, which are very close to how we operate ourselves.

Why is it important for Prioritet to sponsor sports?
– Sports create community, development, and opportunities – just like a well-functioning business sector. By supporting sports, we take social responsibility and contribute to positive environments where people and businesses can grow. It's a commitment that feels genuine and one we believe in for the long term.

Prioritet sponsors a lot of sports – how do you connect that commitment with your offering to entrepreneurs?
– Many entrepreneurs are themselves involved in sports, either as sponsors, leaders, or parents. Our sports involvement therefore becomes a natural meeting place where we can build relationships and discuss business in a relaxed and relevant way. Just like in sports, our business is about stability, planning, and creating conditions for growth.

Why is sports sponsorship an important message for customers – not just for the brand?
– For our customers, the sponsorship shows who we are as a company. That we are long-term, locally present, and care about more than just business. Many entrepreneurs appreciate collaborating with partners who share their values and actively contribute to the community they operate in.

How does sponsorship help build relationships and trust among entrepreneurs?
– Sports contexts create natural encounters and conversations that build relationships over time. When people meet in environments where commitment, passion, and collaboration are in focus, trust is built in a different way than in a traditional business meeting. This often makes our relationships both stronger and more long-term.

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