Robin Backgren

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Svenska Spel – Sweden’s 99.9%

Graduation Project

Client – Svenska Spel is one of Sweden’s most established betting and lottery companies. Through initiatives such as Gräsroten and Föreningsdrömmen, the company supports youth sports and local clubs across the country. The assignment was to make that support more visible, emotionally relevant and meaningful to a younger audience.

Problem – Sports advertising tends to focus on the few who reach the top. The next superstar, record-breaker or professional athlete. But only 0.1% of young athletes will ever become professionals. For everyone else, the real value of sport is found somewhere else: in friendship, confidence, routines, belonging and memories that last long after the final whistle.

Idea – Instead of celebrating the 0.1% who make it, we turned the spotlight towards everyone who does not. “Proud sponsor of Sweden’s 99.9%” is a warm but deliberately provocative campaign that reframes what it means to win in youth sports. Because 99.9% will never become professional athletes. But 100% of youth sports is worth supporting.

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