Eiffel Tower and Olympic Rings
Photo: Anthony Dibon/Icon Sport © Bildbyrån
Youth football game for girls.
Photo: Alexander Mahmoud/imagebank.sweden.se

About this toolkit

Sport plays an important role in Swedish society, with over a third of all Swedes being members of a sports club. The sports movement in Sweden is characterized by a democratic structure, voluntary commitment, and focus on youth sports and sports-for all. Sweden is also the home of many successful sports stars. This summer a number of Swedish athletes will be aiming for medals at the 2024 Olympic and Paralympic Games in Paris.

Application deadline

The material will be updated continuously throughout the Olympics and Paralympics and there is no application deadline.

Contact person

Michael Skoglund

Financial support for 2024

No financial support is available for this specific toolkit.

How to use Sports by Sweden

In this toolkit you will find communication materials for social media to be used before and during the Paralympic Games. You will also be able to use several elements later on to talk about the role of sport in Swedish society.  

The Paralympic Games will be held in Paris 28 August – 8 September, 2024.

Upcoming material

The material that will be included in the toolkit:

  • Video greetings from Swedish Paralympians.
  • Photos of Swedish sport atlethes who wins medals at the Paralympics (will be published on the same day or on the day after the competition).
  • Social media post about inclusion and sports in Sweden.   
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                    {
                        "title": "Swedish Music Moments",
                        "subtitle": "Share a musical experience",
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                            "caption": "Photo: Anthony Dibon/Icon Sport © Bildbyrån",
                            "title": "OS 2024, Paris",
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                                    "children": "Sport plays an important role in Swedish society, with over a third of all Swedes being members of a sports club. The sports movement in Sweden is characterized by a democratic structure, voluntary commitment, and focus on youth sports and sports-for all. Sweden is also the home of many successful sports stars. This summer a number of Swedish athletes will be aiming for medals at the 2024 Olympic and Paralympic Games in Paris."
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                                            "h3": true,
                                            "children": "Application deadline"
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                                            "children": "The material will be updated continuously throughout the Olympics and Paralympics and there is no application deadline."
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                                            "children": "<a href=\"mailto:michael.skoglund@si.se\">Michael Skoglund</a>"
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                                            "anchorId": "",
                                            "children": "No financial support is available for this specific toolkit."
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                                            "children": "In this toolkit you will find communication materials for social media to be used before and during the Paralympic Games. You will also be able to use several elements later on to talk about the role of sport in Swedish society.&nbsp;&nbsp;"
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                                        {
                                            "type": "paragraph",
                                            "anchorId": "",
                                            "children": "The Paralympic Games will be held in Paris 28 August – 8 September, 2024."
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                                            "title": "Sports by Sweden: Paralympic medal winners",
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                                        {
                                            "title": "Meet Paralympian athlete Louise Etzner Jakobsson",
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                                        {
                                            "title": "Meet Paralympian athlete Daniel Gustafsson",
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                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/08/Daniel-Gustafsson-omslagsbild.png",
                                                "alt": "Daniel Gustafsson with his racket.",
                                                "height": 1133,
                                                "width": 633,
                                                "title": "Daniel Gustafsson",
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                                        },
                                        {
                                            "title": "Meet Paralympian athlete Ebba Einarsson",
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                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/08/Ebba-Einarsson-omslagsbild.png",
                                                "alt": "Ebba Einarsson in Paris between an EU flag and a French flag.",
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                                                "title": "Ebba Einarsson",
                                                "caption": ""
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                                            "href": "/materials/meet-paralympian-athlete-ebba-einarsson/"
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                                        {
                                            "title": "Meet Paralympian athlete Anna Benson",
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                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/08/Anna-Benson-omslagsbild.png",
                                                "alt": "Anna Benson taking shooting, wearing Team Sweden clothing.",
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                                                "width": 527,
                                                "title": "Anna Benson",
                                                "caption": ""
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                                            "href": "/materials/meet-paralympian-athlete-anna-benson/"
                                        },
                                        {
                                            "title": "Meet Paralympian athlete Anja Händén",
                                            "image": {
                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/08/Anja-Handen-omslagsbild.png",
                                                "alt": "Anja Händén speaking to the camera.",
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                                                "width": 638,
                                                "title": "Anja Händen",
                                                "caption": ""
                                            },
                                            "href": "/materials/meet-paralympian-athlete-anja-handen/"
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                                        {
                                            "title": "Meet Paralympian athlete Anna Beck",
                                            "image": {
                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/08/Anna-Beck-omslagsbild.png",
                                                "alt": "Anna Beck on her bicycle.",
                                                "height": 1137,
                                                "width": 638,
                                                "title": "Anna Beck",
                                                "caption": ""
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                                            "href": "/materials/meet-paralympian-athlete-anna-beck/"
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                                        {
                                            "title": "Paralympic games opening",
                                            "image": {
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                                                "alt": "The Swedish troop entering the arena at Paralympics, followed by the Swiss troop.",
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                                                "title": "Paris 2024 Paralympics – Opening Ceremony",
                                                "caption": "Paris 2024 Paralympics - Opening Ceremony - Paris, France - August 28, 2024\nLouise Etzner Jakobsson of Sweden leads their contingent during the opening ceremony REUTERS/Umit Bektas  REUTERS"
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                                            "downloadTitle": "Paralympics: social media plan",
                                            "title": "Paralympics: social media plan",
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                                            "download": true,
                                            "buttonText": "Download social media plan (PDF 105 KB)",
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                                            "mediaLink": "/app/uploads/2024/08/Suggested-social-media-plan-Paralympics-1.pdf"
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                                    "materialList": [
                                        {
                                            "id": 18833,
                                            "downloadTitle": "Sports Spotify playlist",
                                            "title": "Swedish sport cheers playlist",
                                            "format": "",
                                            "image": {
                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/06/Sport-playlist-1.png",
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                                            "hidePopup": null,
                                            "mediaLink": "https://open.spotify.com/playlist/0Hu6MthRTa6DgZfQG949TZ"
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                                        {
                                            "id": 21870,
                                            "downloadTitle": "Stockholm Olympics 1912",
                                            "title": "Stockholm Olympics 1912",
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                                                "alt": "People at the arena during the Olympics in Stockholm 1912."
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                                            "buttonText": "Download images and caption from Mediaflow",
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                                            "title": "Walking football (soccer)",
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                                                "alt": "Elderly women playing football.",
                                                "height": 1800,
                                                "width": 1800,
                                                "title": "Walking football1_Jesper Zerman-bildbyrån_1-1",
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                                        {
                                            "title": "Sports by Sweden: Quiz",
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                                        {
                                            "title": "Swedes loves sport!",
                                            "image": {
                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/06/phia_bergdahl-wheelchair_floorball-10507.jpg",
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                                                "height": 1653,
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                                                "title": "phia_bergdahl-wheelchair_floorball-10507",
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                                            "href": "/materials/swedes-loves-sport/"
                                        },
                                        {
                                            "title": "Fritidsbanken – a library for sports equipment",
                                            "image": {
                                                "src": "https://cms.sharingsweden.se/app/uploads/2024/06/FlytvNst_RGB-scaled.jpg",
                                                "alt": "",
                                                "height": 1709,
                                                "width": 2560,
                                                "title": "FlytvNst_RGB",
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                                            "title": "Sports by Sweden: Olympic medal winners",
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                                                "title": "Olympics Swedish statistics 2024",
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                                        {
                                            "title": "Meet Olympic athlete Perseus Karlström",
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                                            "title": "Meet Olympic athlete Sara Junevik",
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                                            "title": "Meet Olympic athletes Vilma and Rebecca",
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                                            "title": "Meet Olympic athletes David and Jonatan",
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                                            "title": "Meet Olympic athlete Anton Dahlberg",
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                                                "height": 1191,
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                                                "title": "Anton Dahlberg omslagsbild",
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                                    "children": "The material that will be included in the toolkit:"
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                                    "html": "<ul class=\"wp-block-list\"><li>Video greetings from Swedish Paralympians.</li><li>Photos of Swedish sport atlethes who wins medals at the Paralympics (will be published on the same day or on the day after the competition).</li><li>Social media post about inclusion and sports in Sweden.&nbsp;&nbsp;&nbsp;</li></ul>"
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                                    "children": "Sport plays an important role in Swedish society, with over a third of all Swedes being members of a sports club. The sports movement in Sweden is characterized by a democratic structure, voluntary commitment, and focus on youth sports and sports-for all. Sweden is also the home of many successful sports stars. This summer a number of Swedish athletes will be aiming for medals at the 2024 Olympic and Paralympic Games in Paris."
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                                            "children": "The material will be updated continuously throughout the Olympics and Paralympics and there is no application deadline."
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                                    "iconType": "contact",
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                                            "children": "<a href=\"mailto:michael.skoglund@si.se\">Michael Skoglund</a>"
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                                            "children": "In this toolkit you will find communication materials for social media to be used before and during the Paralympic Games. You will also be able to use several elements later on to talk about the role of sport in Swedish society.&nbsp;&nbsp;"
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                                            "children": "The Paralympic Games will be held in Paris 28 August – 8 September, 2024."
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                                            "title": "Paralife sports café",
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                                        {
                                            "title": "Meet Paralympian athlete Louise Etzner Jakobsson",
                                            "image": {
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                                        {
                                            "title": "Meet Paralympian athlete Daniel Gustafsson",
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                                        {
                                            "title": "Meet Paralympian athlete Ebba Einarsson",
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                                        {
                                            "title": "Meet Paralympian athlete Anna Benson",
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                                            "title": "Meet Paralympian athlete Anja Händén",
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                                            "title": "Meet Paralympian athlete Anna Beck",
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                                                                "content": "The material will be updated continuously throughout the Olympics and Paralympics and there is no application deadline.",
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                                                        "content": "How to use Sports by Sweden",
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                                                                "content": "In this toolkit you will find communication materials for social media to be used before and during the Paralympic Games. You will also be able to use several elements later on to talk about the role of sport in Swedish society.&nbsp;&nbsp;",
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                                                                "content": "The Paralympic Games will be held in Paris 28 August – 8 September, 2024.",
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                                                            "title": "Sports by Sweden: Paralympic medal winners",
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                                                            "title": "Paralife sports café",
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                                                        {
                                                            "title": "Meet Paralympian athlete Louise Etzner Jakobsson",
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                                                            "title": "Meet Paralympian athlete Daniel Gustafsson",
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                                                            "title": "Meet Paralympian athlete Ebba Einarsson",
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                                                        {
                                                            "title": "Meet Paralympian athlete Anna Benson",
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                                                            "title": "Meet Paralympian athlete Anja Händén",
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                                                            "title": "Meet Paralympian athlete Anna Beck",
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                                                            "title": "Paralympic games opening",
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                                                            "downloadTitle": "Paralympics: social media plan",
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                                                            "downloadTitle": "Sports Spotify playlist",
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