The cooperation between Vasaloppet and Preem has for several years created strong protests from the environmental movement. They ask how a winter event can have a partner that, in their opinion, has a negative impact on the environment? In recent years, climate activists have also attacked Vasaloppet.
Prior to this year's Vasaloppet, the cooperative think tank New Weather Institute commissioned a survey by Novus on Swedes' opinions about the cooperation between Vasaloppet and Preem.
More than half believe that Vasaloppet should stop advertising for Preem. Among people who ski at least once a week, 57 percent believe that the cooperation between Vasaloppet and Preem should cease.
The cooperation continues
Johan Eriksson, CEO of Vasaloppet, says that the cooperation will continue:
We see this as a complex issue and we share the commitment to climate and future issues. However, we have different views on how we get there. This cooperation enables our sustainability work to achieve zero emissions by 2035. We think it's a forward-looking plan to achieve zero emissions within ten years.
Johan Eriksson says that no other partner can help Vasaloppet achieve its zero vision:
We have identified the challenges surrounding transportation issues. It's the question of travel to and from the event that we need the most help with. Then I find it hard to see any replacement.
"Complex issue"
Where is the limit for Vasaloppet's brand to be damaged so much that you cannot continue to cooperate with Preem?
Making the big transformation work is so important to us. We need to reduce our emissions and we need partnerships for that. We understand that it's a complex issue, but hope that people think one more turn on the arguments we put forward, answers Johan Eriksson and admits that Vasaloppet has a challenge in its communication work:
In our sustainability plans, we need to show even more what we're doing now and going forward. It's a big job we have ahead of us.
