Why are sports important to Sundström Safety?
– For many reasons. To begin with, we and the sports world share the same mission in many ways. We work to protect people's health at work, while sports contribute to people's health during their leisure time. Our involvement in sports is also a way to give back to the community that has given us the opportunity to run this company for 100 years. Many of our employees are involved in local clubs, so it is also a way to contribute to them and their families. It gives our core values credibility. We practice what we preach.
– Then, of course, there is also a clear commercial upside. Together with the sports world, we have strengthened our brand and built strong networks with other companies. By getting close to the club scene, we also get the opportunity to both learn new things and share our own experiences. The exposure and the stronger brand also help us reach future employees—people who might not otherwise have known about Sundström Safety. They are the ones who will be part of our 200-year celebration.
What does it take for a sports partnership to create real value?
– First and foremost, we need to be a good match in terms of values. We are careful to discuss and follow up on value-based issues with our partners. We both decline and end collaborations where people do not practice what they preach. We also want to be involved in larger initiatives, not to monitor or influence, but to learn. We want to get to know our partners and their operations so that we can support each other in the best possible way.
– We never just sponsor an elite operation. We sponsor a club. For us, this means there must be a clear ambition regarding equality and a balance between elite, grassroots, children, and youth activities. You don't have to be perfect, but the ambition must be there, and the work needs to be active throughout the entire organization, from the boardroom to the youth programs. Those who practice and lead the sports are the core of the business.
Sundström Safety turns 100 this year. What role will sports play as you take the brand into the next 100 years?
– I believe that sports will continue to play a central role over our next 100 years. Public health will always be important to society, and sports will always be the best entertainment in the world, at least in my opinion.
– Looking 100 years ahead, I hope we have reached the goal of gender equality in sports, including among coaches at the elite level. I also hope that clubs, athletes, and coaches have been given better conditions through more facilities and more resources, and that the sports movement has made further progress regarding the conditions and work environment for elite athletes.
– This requires, among other things, clear systems and democratically made decisions regarding issues such as fees and selections. My vision is that we, as a partner to the sports world, have been part of that development and that we have learned a lot along the way.
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