The ‘My match’ campaign warns match-fixing is the biggest threat to sport today. It urges those involved in sport to “say no” to manipulation and report any incidences.

Sweden’s Basketball Association, E-sports Association, Ice Hockey Association, Tennis Association and Football Association are involved in the initiative.

It is largely targeting high school athletes in the hopes to influence them to speak up if they are aware of any manipulation taking place. Various campaign videos will be shown in schools and at referee meetings across the various sporting associations involved.

“Match-fixing goes against sport’s fundamental idea of ​​fair play, which is a prerequisite for the sport’s credibility and survival,” the campaign’s question and answers page explains.

“The main aim is to counteract the culture of silence that can arise when people who come into contact with match-fixing feel alone and do not dare to report, with fear of negative consequences,” Svenska Spel said in a statement.

Anna Iwarsson, chair for the National Sports Confederation and SISU Sports Trainers associations said: “Match-fixing is one of the biggest threats to sport and we need to do everything we can to stop it.

“We in the sports movement have enormous strength when we stand united. When we together say no to criminals, we make it extremely difficult for them to operate and earn money at the expense of the sports associations.”

Sweden updates match-fixing regulations

Regulations against unauthorised betting and manipulation of sporting activities were first launched in 2015 in Sweden. These were subsequently revised in June 2023 in order to modernise these rules.

In May, the Swedish government enforced a new rule ordering gambling operators and sports associations to share information on potential match-fixing actions. Gambling regulator Spelinspektionen was tasked with establishing a platform for companies to exchange this information.