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Tue, 28 Jan 2020 16:24 GMT

Winter Olympics is Music to Spotify’s Ears


7Dnews London

Tue, 18 Jun 2019 08:29 GMT

A host of high-profile business leaders and politicians are getting behind Sweden's bid to host the 2026 winter Olympic Games, according to AP. Indeed, a Winter Olympics in Sweden is music to the ears of the head of Spotify, Daniel Ek, the founder and chief executive of the popular digital music service.

A week before the International Olympic Committee vote on the location of the 2026 Games, Ek and many high-profile individuals and businesses have published an open letter promoting how Sweden’s bid will provide social and economic sustainability, along with contributing to a more cohesive society.

Other signatories to the open letter published on Monday, June 17th, include presidents of retail giant H&M and telecommunications company Ericsson, as well as Swedish Prime Minister, Stefan Lofven, and the mayor of Stockholm, Anna Konig Jerlmyr.

The letter places a big emphasis on the importance of sustainability in Sweden's bid, saying "by also including social and economic sustainability, the games will also contribute to a more cohesive society."

The International Olympic Committee increasingly wants to avoid white elephants and wasteful spending by bidding countries.

Unfortunately, Sweden's bid has struggled for political support until recently. The leaders of the executive councils in Stockholm, Jamtland and Dalarna, the three Swedish regions proposing to stage events at the games, only committed their backing for the bid for the first time last week, with less than two weeks to go.

The regions highlight the "uniquely sustainable way" that an Olympics in Sweden would be delivered as well as providing an "opportunity to show the breadth and beauty of our magnificent country — and to increase awareness and interest in Sweden." 

The vote on June 24th is between bids from Italy, centred on Milan, and Sweden, which is also using one Latvian sports venue. Both candidates were given extra time to secure elusive government backing.