Swedish PM Champions Stockholm Olympic Bid

(ATR) Sweden’s prime minister and foreign minister have rallied behind the country’s 2026 Winter Games bid.

Just days before the IOC membership chooses between Stockholm and Milan-Cortina for the 2026 Games, PM Stefan Löfven and foreign minister Margot Wallström spoke out in favor of Sweden’s mission to host its first ever Winter Games. It last hosted a full Olympics in 1912.

"We are a strong winter sports nation. We are very good at arranging big championships and we have shown it last winter with two major championships," Löfven said.

"Sweden wants the Olympics and Paralympics and we will deliver a sustainable Games – economically sustainable, socially sustainable and environmentally sustainable."

In a direct appeal to IOC members, who will gather at the IOC Session in Lausanne later this week before the June 24 vote, Wallström said: "You can trust us and trust that we will do our best to make it a memorable Games."

After struggling to win political support in the past six months, Stockholm 2026 secured government backing three months ago and has received vocal backing from all levels of government since then to spur the bid’s momentum.

Commenting on the benefits of the Olympics coming to Sweden, Löfven said: "It will bring Sweden together and we will benefit in many different areas, such as jobs, business, integration and public health. Everything is connected and it is important that we see the bigger picture.

"It is good for Sweden and we are good at delivering major events. We have shown this, not least during the recent winter, with both the Alpine World Championships in Åre and the Biathlon World Championships in Östersund. We can do this."

The Stockholm Åre 2026 campaign slogan is ‘Made In Sweden’.

"For me, this means participation. In Sweden we have a world-famous Swedish model. We do things together; we care about each other and we help each other. We think in sustainable ways," Löfven said.

"Should we be awarded the Winter Games, it will be delivered with fair conditions for employees. We will ensure that 2026 will be a sustainable Games – Made in Sweden."

The Swedish PM has also signed an open letter featuring the names of some of the country’s most prominent business leaders – including founder and CEO of Spotify Daniel Ek and Börje Ekholm, president and CEO of Ericsson, who have lent their support to the bid campaign.

"We are sure that the great opportunities to be gained from hosting the Olympic Games far outweigh the challenges," says the letter, emphasizing how the country and its businesses are at the forefront of sustainability in line with the IOC’s Agenda 2020 reforms.

"With all the right tools to deliver the most sustainable Olympic and Paralympic Games ever, Sweden is ready to set a new gold standard for future Olympic Games."

The two-city campaign for the 2026 Winter Games is perhaps the most low-key bidding contest in the IOC’s history.

Under cost-cutting measures linked to the IOC’s bidding reforms, both Stockholm and Milan-Cortina were instructed to reduce their bid budgets to the minimum. This has resulted in cost savings across the projects, compared to previous Olympic bid races, which has included little fanfare or major PR spend on international promotion of the cities.

On Monday, Olympic consultant Terrence Burns, a key figure in the Stockholm 2026 campaign, tweeted: "No team has done more with less, no team has worked harder. Bravo @Stockholm2026".

Next week in Lausanne, the bid will be supported by an array of Swedish Olympians and Paralympians who are part of Stockholm’s official delegation. They will include three-time Olympic gold medalist in skating Tomas Gustafson and double Olympic gold medalists Anette Norberg and Peter Forsberg.

Reported by Mark Bisson

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