SM-veckan

Despite being one of Sweden’s largest sporting events, SM-veckan struggles with national invisibility and remains trapped in regional media bubbles.

With even SVT showing diminishing interest, the event’s reach is at risk. Our mission is to break this regional confinement and secure nationwide impact by transforming local competitions into national news.

We identified a critical flaw in the event’s lifecycle: reporting was almost entirely reactive, peaking only as medals were awarded. This lack of pre-event coverage meant there was zero national momentum or “hype” leading up to the opening ceremony.

Because media focused strictly on results rather than build-up, SM-veckan consistently failed to capture the public’s imagination before the competitions actually began.

Our strategy focuses on personal narratives – content national media craves but lacks the resources to uncover. By actively networking across all 72 sports federations, we conduct deep research to identify extraordinary, untold journeys.

We bridge the gap between niche sports and mainstream interest, providing ready-made, high-impact stories that secure national coverage long before the first medal is awarded.