Swedish Cup and Sävsjö Municipality Forge Closer Ties as Partners

16 jun, 22:20

Caption (main image): Hannah Göransson from Sävsjö and Victor Lindgren, resident of Sävsjö, are Sävsjö Municipality's ambassadors in marketing communication, here at the 2025 community day.

Another step in the strategy to elevate Swedish Cup from a competition to an event was taken on Tuesday evening when the competition management met with Sävsjö Municipality to strengthen connections with both the municipality and the local business and sports communities.

Both internal and external communication are equally important within a company or organization. The message may vary slightly, but both are based on values and direction.

This article is internal information within the shooting sports community, but the meeting it covers is entirely based on marketing communication; without internal information and operations, there is nothing to build marketing on. Something that the SC organization is careful about in strategy and media work.

Attending this meeting were Anders Varga, Head of Culture and Leisure, and Fredrik Håkansson from the Children and Education Committee (Fredrik is also chairman of Sävsjö Shooting Center). From Swedish Cup, the competition managers Christian Erlandsson and Lars-Erik Bjuhr took part, as well as Mikael Svensson, media manager.

A starting point from the municipality’s side is profitable events with added value for the residents of Sävsjö. In addition to a separate final range and streaming, the goal is for local residents to take part in the event, while Swedish Cup builds partnerships with the local business community. Lars-Erik presented the four main points for 2027:

• Separate final hall

• Web broadcast in collaboration with A-roll from Vetlanda

• Partnership with local businesses

• Partnership with local associations

Anders Varga, who has previously worked with events, emphasized that it’s all about visibility. It was decided to create an explanatory jingle about shooting. The next meeting is tentatively scheduled for August 18, when the municipality will also involve the CEO of SNAB (Sävsjö Business AB) and the municipality’s communications department for the continued work.

In September, events and meetings with the business community are planned to get more people involved. Having both shooting partners and local partners involved has been the case since this year’s event, when Småland Meeting Point, along with the inns in Vrigstad and Ullinge, stepped in as one of three main partners together with shooting-related Megalink and Walther.

We have every reason to revisit the Swedish Cup’s development journey from competition to event, both in terms of internal communication and, in this case, marketing communication. All this is to ensure that shooters, leaders, supporters, as well as local and online audiences, get the best experience.

Mikael Svensson, text and photos