Sweden's Most Popular: Not Got Anything for Free

The Experience Institute released the results of its survey "Sportnavigator" for the 18th time last fall.

And it is stated that the women's national football team has the strongest brand in 2024.

"The women's national football team has reached the top and is today Sweden's strongest brand among national teams. The fact that they surpass so well-established rights as Tre Kronor and the men's national football team shows what an incredible journey women's football has made," says Peter Viklund, analysis manager at the Experience Institute, about the survey.

"Giving a lot of ourselves"

The men's national football team still tops the list when it comes to awareness (how well one knows the national team) and interest (how interested one is), but the women's national football team is now almost on the same level. And looking at the third measure, attitude (how popular the national team is), the women's national football team is far more popular and the most popular of all national teams.

It's fantastic! You have a feeling that we are a popular national team and we have built something really great. And it's something that I absolutely think the Swedish Football Association should build on, says star striker Fridolina Rolfö.

Why do you think people like you so much?

We are probably quite open and give a lot of ourselves, I think that's what many people like. We can have a lot of fun and be playful, but we can also be very serious and give 100 percent. And I hope that's what we also radiate to people on the couch.

Have the world's best job

National team colleague Johanna Rytting Kaneryd experienced a significant increase in interest after the World Championship in Australia and New Zealand last year, when Sweden took bronze.

Then you really felt that something was happening. But it's not something that has come for free in any way, we've worked incredibly hard for it, says Rytting Kaneryd.

Sweden's national team captain Peter Gerhardsson is not the least surprised. He has, as he himself puts it, "the world's best job".

We're doing very well in this national team. If the rest of Sweden also discovers it, that's just a joy. Because I think they deserve it. There's a combination of it being very good people, at the same time as they are very good football players, says Gerhardsson.

The report from the Experience Institute is a commercial product commissioned by several associations, companies, and media channels. It is normally not published widely.

The fact that the Experience Institute released a press release about the result this year is motivated by the fact that the women's national football team has really broken through in the statistics.

In total, 10,000 Swedes aged 16 and above were interviewed between August 2023 and July 2024.

The national teams are ranked based on the BPI (Brand Power Index) measure, which is based on the three parameters awareness, attitude, and interest.

Here are the national teams with the strongest brand in 2024:

1. The women's national football team – 52 BPI.

2. Tre Kronor, the men's national ice hockey team – 51.

3. The national biathlon team – 50.

4. The national cross-country skiing team – 50.

5. The men's national football team – 50.

The national teams that have sparked the most interest among the population:

1. The men's national football team – 46 percent.

2. The women's national football team – 43.

3. Tre Kronor – 42.

4. The national cross-country skiing team – 40.

5. The national biathlon team – 39.