99,9 %

Svenska Spel is Sweden’s largest sports sponsor and a state-owned gaming company. The challenge was to make their initiatives Gräsroten and Föreningsdrömmen feel more emotionally relevant and connected to the customer experience, especially for younger audiences.

Svenska Spel already gives back millions to Swedish youth sports through initiatives like Gräsroten and Föreningsdrömmen. But the communication around them often becomes too informational and fails to make people truly feel why it matters. Our insight is that most people do not relate to professional athletes — they relate to grassroots sports. Almost nobody becomes a professional athlete, but many still carry something meaningful from their time in sports: friendship, belonging, confidence and community. This becomes the foundation for 99,9 %, a concept celebrating everyone who never became stars, but still gained something valuable through sports.

Our solution is the campaign concept 99,9 %, built on a funnel-based communication strategy that repositions Svenska Spel’s longstanding support of Swedish youth sports around a more emotionally resonant idea: the 99.9% of children who participate in sports without ever becoming professional athletes. Instead of focusing on performance and winning, the campaign celebrates the emotional value of grassroots sports — friendship, belonging, confidence and community. Through warm, recognizable and slightly humorous storytelling, Svenska Spel becomes a sponsor not only of winners, but of everything youth sports truly create along the way. The concept comes to life through OOH, social media, PR activations, editorial storytelling and digital touchpoints designed to first create emotional recognition, then strengthen the connection between Svenska Spel, Gräsroten and Föreningsdrömmen. 99.9% won’t become professional athletes. But their journey is still worth supporting.