Goals and objectives
Sweden has produced many great athletes. And they all have one thing in common. They all started out as mentees to the countless people working for free in sports associations all around the country.
In Swedish, there is a word for these people: Eldsjäl, meaning "fire soul".
To honor these unsung heroes, Folkspel, a lottery that donates all its' surplus to non-profit sports associations, created Eldsjälsgalan––the Fire Soul Awards––a live event broadcast on national television.
But a one-night event was not enough. Folkspel wanted something more. They wanted an always-on presence, where the stories of these fire souls could truly come to life.
So they came to Bonnier News Brand Studio.
This was in 2016, and since then our collaboration has grown into a prime example of long-term native strategy: through multiple channels, formats, publishers, and partners. With every year, Folkspel's contribution to non-profits has increased.
But Folkspel wanted to provide more than financial support. As a proud sponsor, they wanted to make a difference beyond commercial storytelling and shine a light on this under-reported niche of the athletic world. They wanted to show the impact and importance of these everyday heroes, and how ultimately the health of the whole population is relying on their work.
This resulted in a one-of-a-kind native partnership, which in 2021 saw its best effect yet.