Svenska Spel Promotes Cycling with New Social Initiative

March 13, 2022 | Lottery News

SWEDEN (March 8, 2022) — Svenska Spel has been announced as the principal sponsor of a new social initiative developed by Cykelförbundets, Sweden’s Cycling Federation.

Project Ledstjärna (guiding star) – Citizens in Motion – has been formed to improve the accessibility of cycling to the Swedish public and local communities.

“It’s about getting more people moving and it’s something I’m passionate about – including more people in our fantastic sport and enabling more people to have the conditions to move. This applies to all areas, from getting more and more people to think of the bicycle as a possible means of transport to getting at least a few to want to compete at a high level and get out to competitions. It is noticeable that cycling is becoming increasingly popular instead of taking the car, so I get into a good position,” says Anna Beck, Svenska Spel-funded Paralympian, who won gold at last year’s UCI Road Race World Championships, in addition to a silver medal at the 2020 Tokyo Games.

he Svenska Spel-funded project aims to promote cycling as a ‘socially embracing day-to-day activity’, working in collaboration with Cykelförbundets’ social directive.

SOURCE: Svenska Spel.