SHL and the Swedish Armed Forces have signed a multi-year strategic partnership, building on a pilot project conducted last season. The collaboration will create opportunities for the Armed Forces to meet people across Sweden, explain its mission and develop relationships with local and regional groups through SHL clubs and the Impact by SHL initiative.
At locations where the Armed Forces took part in last season’s pilot, more than 58,000 people visited event areas and 124,000 attended the arenas, the article says. The partners aim to use those encounters to build lasting relationships, support the Armed Forces’ long-term recruitment needs and increase understanding of cooperation between military and civilian society.
“SHL’s clubs are strongly rooted in their communities and create engagement well beyond the games. Together with the Armed Forces, we want to create more meetings and contribute to greater knowledge of an important public mission,” said SHL CEO Jenny Silfverstrand. Edwin Leon, head of the Armed Forces’ recruitment section, said the pilot had shown how quickly the partnership could develop and described the next phase as having a shared goal.