“A Better Road” Initiative Now Backed by SEK 17 Million in Total Funding
The Swedish Football Association (SvFF) has announced a significant funding milestone for its socially-driven football initiative, “A Better Road”. With SEK 5 million in fresh contributions from key commercial partners — Svenska Spel, ICA, and Folksam — the initiative’s total financial backing has reached SEK 17 million.
The programme aims to support football clubs operating in socially vulnerable areas, providing both financial and structural assistance to build long-term, sustainable engagement opportunities for youth.
Strengthening Grassroots Football in 65 Vulnerable Areas
A Better Road is part of the wider “Idrottsklivet” programme under the Swedish Sports Confederation. It directly targets the 65 areas flagged by the Swedish Police Authority as “particularly vulnerable” due to socioeconomic challenges and limited access to organised recreational activities.
The funding will be used to recruit local football and association developers, whose roles will involve supporting and growing community-based clubs. These developers, often rooted in the communities they serve, are seen as vital to building trust and providing positive role models for young people.
Focus on Inclusion and Community Development
Project Manager Thomas Tecle emphasized the programme’s inclusive approach:
“A Better Road is about reinforcing what already exists — the associations, the people and their drive. With the support of the state and strong partnerships, we can create resilient local clubs where young people feel they belong.”
Victor Kalda, Sponsorship Manager at Svenska Spel, echoed this sentiment:
“As Sweden’s largest sports sponsor, we see this as an opportunity to enact real change. By helping clubs hire football developers with deep community insight, we can foster better coaching, leadership, and player development at the grassroots level.”
More Than Just Football — A Tool for Social Impact
This initiative highlights football’s role beyond sport — as a catalyst for social integration, mentorship, and youth empowerment. Structured leisure activities are proven to reduce exposure to crime and antisocial behaviour, particularly in marginalised communities.
The funding comes shortly after Svenska Spel launched its “The Coach Lift” initiative aimed at boosting gender equality in football coaching, further underscoring the company’s strategic focus on inclusive sports development.
Looking Ahead
With a multi-million krona backing and growing institutional support, A Better Road is poised to make a lasting impact on Swedish football’s community footprint. By building clubs from within and empowering local leaders, the initiative stands as a model for how sport can drive meaningful social progress.
