Svenska Spel backs Swedish FA to train more female football coaches
The Swedish Football Association (SvFF) and Svenska Spel have announced a (Tränarlyftet), a targeted initiative to increase the number of female football coaches in Sweden. The collaboration aims to reduce gender imbalance in coaching by funding education for aspiring female coaches.
Long-term backing for women in coaching
Svenska Spel will serve as a sponsor of The Coach Lift, with the partnership set to run until 2028. The programme provides financial support for women seeking UEFA B coaching licences—a key qualification required to coach teams at higher competitive levels.
Since the launch of The Coach Lift, 144 female coaches have already completed the UEFA B course, and 48 more are expected to earn their licences this year. In 2021, only 64 out 1,045 UEFA B licence holders in Sweden were women.
Statements from key stakeholders
Sara Pettersson of Svenska Spel said, “For us, it feels natural to be involved and support this initiative to get more trained female football coaches. It is very important to contribute to the work of making Swedish football more equal. The Coach Lift is an initiative that greatly contributes to the development going in the right direction.”
Ellinor Johansson of the Swedish Football Association said, “We are already seeing what an enormous effect the Coach Lift has had. The initiative is not only a confirmation that it is providing more female coaches at the moment, but is also a strategic part of our work to make football more equal.
Svenska Spel‘s commitment and willingness to pursue gender equality issues make them a natural and obvious partner in Tränarlyftet. We are very happy that they are joining in and supporting it.”
Removing barriers to entry
The UEFA B licence is a crucial step for coaches aiming to progress in football. However, high costs and time commitments have historically limited women’s access to these qualifications. The Coach Lift was developed to address these challenges by covering course fees and making the education pathway more accessible.
Svenska Spel net revenue down 9% in Q3 2024
Svenska Spel has reported a notable decline in revenue and net profit for Q3 2024. The latest figures indicate that the company generated SEK 1.78 billion (€156 million) from July to September, a 9.2 percent decrease compared to the same period last year (NGR). This downturn is largely attributed to the recent increase in gambling taxes, which rose from 18 percent to 22 percent in July, coupled with a heightened focus on responsible gambling practices.
Anna Johnson, CEO and Group Manager, explained, “Under the third quarter, Svenska Spel’s customer base continues to grow, and the share of healthy revenues is developing positively. The business area Tur has another good quarter with growing revenues”. Acknowledging the company’s disappointing Q3 results, she added, “However, the group’s results are weighed down by lower revenues in other business areas and the increased gaming tax. Lower costs within the group as a whole contribute to an operating margin in line with the previous year.”
