The Swedish Football Association (SvFF) recently announced that its social initiative "A Better Way" (En bättre väg) will receive a new round of funding totaling 17 million Swedish kronor, aimed at enhancing the participation and sense of security among children and youth in socially vulnerable areas nationwide through football activities.
Of this funding, 12 million kronor is provided by the Swedish government, with the remaining 5 million kronor donated jointly by the association's partners—national lottery company Svenska Spel, supermarket chain ICA, and insurance company Folksam.
The "A Better Way" program, launched in 2023 as part of the Swedish Sports Confederation's national strategy "Idrottsklivet" (Sports Advancement), focuses on providing structured, organized football activities in high-risk, resource-poor areas, helping to build safe, meaningful recreational spaces.
The project has already been implemented in 65 "socially vulnerable areas" defined by the Swedish Police Authority nationwide and will further expand related resources and infrastructure in the future.
Project leader Thomas Tecle stated, "We are not starting from scratch, but rather strengthening the existing community's capabilities. By empowering local clubs, volunteers, and youth, we are collectively building a football ecosystem with a sense of belonging and room for growth."
He emphasized that the core goal of the program is long-term investment rather than short-term intervention, ensuring that youth can continue to benefit within the club environment.
The funds will be prioritally used to hire "football developers" and "association coordinators" who are deeply rooted in the community and understand local culture and youth needs, to ensure the project's sustained operation and impact after implementation.
Viktor Kalda, head of sponsorship at Svenska Spel, said, "As Sweden's largest sports sponsor, we are committed to driving real social change through long-term partnerships. 'A Better Way' is a prime example—it's not just about football, but also about fairness, opportunity, and equality."
He added, "By supporting the hiring of experienced developers, we hope to play a key role in recruiting grassroots coaches, nurturing local talent, and optimizing training structures."
This announcement also echoes another significant initiative recently promoted by Svenska Spel, "Coach Support" (Tränarstöd), which focuses on improving gender equality and the participation rate of female coaches in Swedish football, demonstrating its ongoing strategic direction in strengthening social responsibility.
