Sweden: Campaign against match-fixing already among schoolchildren

The Swedish state gambling organisation Svenska Spel is considered one of the most progressive institutions in the industry in the whole of Europe. Founded in 1997, it is also one of the oldest organisations that has been dealing with modern (online) forms of gambling and new sources of danger since the late 1990s. Over the years, it has made a name for itself with a very liberal stance and innovative prevention measures, among other things. In 2024, a special campaign is once again attracting a lot of attention: the latest campaign against match-fixing aims to educate very young people about the importance of fairness and honest competition in sport.

In Sweden, private gambling providers have also been allowed to serve their target groups since 1 January 2019. This was made possible by a comprehensive reform of the Gambling Act, which liberalised the Swedish market. Previously, Svenska Spel had a state monopoly. The reform aimed to promote competition while enforcing strict regulations and measures for responsible gaming.

The regulatory authority Spelinspektionen (formerly Lotteriinspektionen) has since monitored both Svenska Spel and private providers to ensure that all gambling activities in Sweden are safe and fair.

The current campaign ‘Min match’ - or ‘My match’ - is also located in the latter area. According to the official statement, it focuses on a ‘serious threat’ in the country: ‘The opportunities to make money from manipulated games through gambling and betting are a growing problem.’ ‘Mein Spiel’ primarily takes on an educational role and actually goes to schools to raise awareness of the relevant difficulties at an early stage.

‘Mein Spiel’ is aimed directly at schools

With the ‘My Game’ campaign, Svenska Spel is breaking new ground in the fight against match-fixing by approaching schools directly. This measure is not only exceptional, but also strategically smart, as it addresses the awareness of secondary school athletes, an age group that is particularly vulnerable to external influences in their sporting development. The initiative involves broad co-operation with various sports federations, including the Swedish Basketball Association, the E-sports Association, the Ice Hockey Association, the Tennis Association and the Football Association. The clear aim is to break the culture of silence.

The campaign raises awareness among young athletes of the dangers of match-fixing and encourages them to report incidents.

Svenska Spel explains:

‘The main aim is to counteract the culture of silence that can arise when people who come into contact with match-fixing feel left alone and are afraid to report it for fear of negative consequences.’

This proactive approach is in line with the updated match-fixing regulations in Sweden, which were modernised in 2023 to meet the changing challenges in sport.

Anna Iwarsson, President of the National Sports Confederation and the Sports Coaches Association SISU, emphasises the urgency of the initiative to the international trade press:

‘‘Match-fixing is one of the biggest threats to sport and we must do everything we can to stop it.’

She also emphasises that the sporting community has a significant power to work together against criminal activity. The videos and materials shown through the campaign will be distributed in schools and at referee meetings to effectively communicate the message.

A powerful quote from the campaigners summarises the philosophy behind ‘My Game’:

‘‘Sport is about always giving your best. It's about giving 100 per cent in competitions and taking responsibility for yourself and your sport. If I don't stand up to cheating, I'm not just ruining my own career. I'm also ruining it for my team-mates, coaches and spectators. It's my game - my responsibility.’

This attitude emphasises the personal responsibility that every athlete has to protect not only their own career, but also that of their teammates and the integrity of the sport. The campaign aims to foster a strong sense of accountability that goes beyond individual success.

Conclusion

Image source: https://pixabay.com/photos/people-girls-women-students-2557399/