Event inauguration by Jenny Silfverstrand

Jenny Silfverstrand, CEO of the Swedish Hockey League (SHL), inaugurated the event by emphasizing its purpose: to bring together the ecosystem of clubs, partners, and key stakeholders from business, politics, and academia to collaboratively explore the future of partnerships for sustainable societal development.

The Swedish Hockey League has maintained a long-standing partnership with the Center for Sports & Business (CSB) at the Stockholm School of Economics, led by Martin Carlsson-Wall. Through various educational initiatives for the SHL clubs, CSB has had a significant impact on the SHL. During the Impact Forum, Martin Carlsson-Wall served as the moderator, guiding discussions on the role of sports in driving sustainable change.

Societal value of sports 

Jakob Forssmed, Minister for Social Affairs with responsibility for sports, delivered a keynote speech in which he underscored the importance of sports, stating: "Sports have intrinsic value but also significance for others. I am convinced that close dialogue and collaboration with all stakeholders in sports contribute to broader societal values - helping businesses connect, fostering good business opportunities, and creating jobs. Sports can serve as a great meeting place for this."

Innovative thinking for sustainability 

Eva Karlsson from Houdini Sportswear highlighted the need for creativity and innovative thinking. She stressed that sustainability is not just about minimizing negative impact but also about recognizing and maximizing the positive contribution organizations can make.

Panel discussion 

Following, a panel discussion featuring Kristina Sundin Jonsson, Municipal Director, Skellefteå; Johan Cederqvist, Sports Director, TV4; Jenny Fernqvist, Vice President, Corporate Communications & Brand, Sandvik; and David Ingsten, Head of Sustainability, Backahill AB, explored how different actors, industries, and sectors can collaborate to drive sustainability and societal value at both local and national ecosystems.

Johan Cederqvist emphasized the importance of transformation for the better: "We have had a close collaboration with the league and the clubs. A few years ago, we implemented permanent technology and camera platforms. It was a debated decision, but today it ensures world-class production and cost efficiency. We also no longer need to transport large production trucks. It has been challenging and time-consuming, but it was worth it." 

Furthermore, Jonas Söderberg, Head of Corporate and Private Customers Division at SEB, discussed the bank's partnership with Impact by SHL and emphasized why impact-driven initiatives are a priority for SEB.

Anders Henriksson, Chair of the Swedish Association of Local Authorities and Regions, outlined the broader benefits of sports, extending beyond public health to include economic development and the promotion of democracy.

Wellbeing and sports

Micael Dahlén, Professor of Wellbeing, Welfare, and Happiness at the Stockholm School of Economics shared insights into an ongoing research collaboration with SHL. This world-unique initiative explores how hockey can contribute to individual and societal well-being, fostering a sense of community and happiness. He noted: "At Taylor Swift concerts, we see ripple effects of positive impact on the surrounding community - people become kinder, and we talk about "Swiftonomics". Maybe we should start talking about "Hockonomics"? We will soon find out.

Measuring the impact of sports 

Later, Helena Mueller, Director of Advisory at Grant Thornton Sweden addressed the importance of measuring the full impact of sports. In collaboration with SHL, they have quantified the league’s positive societal impact, such as reducing loneliness, combating social exclusion, and improving mental health. At the same time, they have acknowledged and assessed challenges, including exclusionary aspects of macho culture and the risks associated with gambling addiction. Their efforts have resulted in a tangible, financial tool that evaluates sports’ societal impact.

Johan Cahling, Head of Sustainability at SHL, and Roger Ekström, Chairman at SHL concluded the SHL Business Forum, closing the day on stage with a clear message: We move forward - together.

The Center for Sports & Business is proud to be a crucial partner to the SHL and is looking forward to shaping the future of hockey and sports together.