Stockholm, May 9, 2025

STIGA Sports Named Årets Stjärna (Star of the Year) in the Swedish Sports Industry 2024

The industry organization Svenskt Sportforum has awarded STIGA Sports the title of Årets Stjärna (Star of the Year) in the Swedish Sports Industry 2024. This award is presented annually to an actor who has made an exemplary contribution to the industry's development – through innovation, business performance, visibility, or societal impact.

The award is presented annually by Svenskt Sportforum to a company or person who has made a particularly positive impact within the Swedish sports industry. The jury for the award consists of Jonas Linder (Sportforum), Fredrik Ågren, and Sofia Björnstjerna (Key Search Scandinavia).

Motivation:

STIGA Sports, awarded Årets Stjärna (Star of the Year) in the Swedish Sports Industry 2024, clearly demonstrates that it is possible to combine heritage and history with innovation and forward momentum. With 80 years behind it, the brand is deeply rooted in Swedish sports culture – well-known, beloved, and constantly present in both homes and many workplaces.

At the same time, STIGA Sports has undertaken an impressive transformation in recent years. With strong innovation and business development, it has not only created new, attention-grabbing product formats – like challenging the classic round racket shape – but also established itself in several new racket and training categories, including tennis, padel, badminton, pickleball, and hockey technology.

Beyond product development, STIGA Sports has invested in brand-building activities such as opening test centers and physical stores, as well as initiatives aimed at new target groups – like its own children's book. Together with a high-profile ambassador program and strong media presence, the brand has significantly boosted its category, as reflected in both sales figures and increasing online search interest. And since the major sporting success at the Paris Olympics, the number of licensed athletes in Sweden has doubled – the highest numbers since the 1980s.