NYHETER

March 5, 2026

"Swedish Athletics unites grassroots, elite, and strong values"

Patrik Sundemar, a salesperson for Swedish Athletics via ISP Sport & Marketing, discusses working with a property that combines the joy of movement, social benefit, and beloved national team stars.

What do you find most exciting about working specifically with Swedish Athletics?
– The most exciting part is being involved with a sport that unites grassroots and elite levels, while also having strong values and social commitment.

How would you describe the value for companies looking to collaborate with Swedish Athletics?
– Companies gain a credible partner with strong values, and the opportunity to contribute to the joy of movement and social benefit. There's also the value of being associated with our popular and successful national team.

Which moment from athletics gives you the most energy in your work?
‍– The atmosphere in a packed arena where community, joy, and performance come together, like at the Finland-Sweden Athletics International's 100th anniversary. Seeing satisfied partners and the public gives me energy.

How do you view athletics' potential as a property going forward?
– Thanks to popular support and great interest in both the sport and our world stars, we can maintain the commitment to what makes Swedish athletics unique.

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