The extended agreement is a testament to the stable foundation built over several years, where the collaboration has evolved to be strategically and commercially strong. Together, ISP and Swedish Athletics have created a modern and competitive commercial structure that strengthens the value of rights, drives revenue, and develops the market for Swedish athletics.
"Our continued strong partnership with ISP enables collaborations with our partners to further develop Swedish athletics at all levels – from children's and youth initiatives all the way up to elite national team level, and we are very proud of this," says Claes Winterfeldt, Commercial Director at Swedish Athletics.
The close collaboration, with a dedicated sales resource, deeper integration between the organizations, and a shared focus on long-term growth, has created the right conditions to take the next step together.
"Swedish Athletics is one of our most active and broadly engaged popular sports, with strong roots across the entire country. This makes the collaboration both relevant and long-term attractive for partners. With the 2028 Olympics in sight, we look forward to continuing to develop the business and strengthen athletics' commercial position together," says Marcus Larsson, COO at ISP.
For Swedish Athletics, the collaboration creates increased resources, national presence, and access to ISP's commercial expertise, tools, and sales network. For ISP, it means an enhanced role with one of the country's largest and most public sports at a time when interest in athletics continues to grow.
With an Olympic year in sight and several strong Swedish international performances, the parties are now entering the next phase with a shared ambition – to continue strengthening the position of Swedish athletics and to create even greater value for existing and future partners.
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