Gothia Cup presents Estrella as a new Official Partner

Estrella and Gothia Cup expand their partnership - with equality in focus.

Estrella becomes a new Official Partner for Gothia Cup. The parties have selected increased gender equality in sports as the focus of the partnership.

Gothia Cup's director of sales, Thomas Anderson, is very happy about the partnership.
– It feels fantastic to present Estrella as a new Official Partner for the tournament. Estrella has been with us over the years but now chooses to step up to an Official Partner level, says Thomas Anderson and continues:
– We share the same values regarding equal sport and together want to be a window for an equal world both on and off the field through Gothia Cup. It will be extra fun to follow Bergums IF's G14 team, which Estrella has chosen to support a little extra during the tournament.

Estrella sees Gothia Cup as an important forum for promoting diversity and equality in sport.
– The tournament opens up the world to young people and is a fantastic meeting place for joy and movement together. By participating and contributing to Gothia Cup, we can help create a better society and, together with other actors, shed light on important issues. Our Estrella heart beats a little extra for sports and we see equal sports as a prerequisite for successful sports development, says Jenny Lagergren, sustainability manager.
They see their partner collaborations as an important part of their sustainability agenda, the overall purpose of which is to promote an inclusive and open society.
– We also see sport as an important tool for promoting physical and mental well-being.

Estrella wants, together with Gothia Cup, to work to achieve greater equality.
– We have a long way to go to a completely equal sport. Girls and women are both underrepresented and underpaid in sports. We want everyone to have the same power to shape sports and their participation in the sports movement, regardless of gender or background. We therefore want to be part of the development for a more equal world both on and off the pitch, says Jenny Lagergren.

They have chosen to support Bergums IF's G14 team through Gothia Cup's Foundation program. The team will now get the chance to participate in the world's biggest youth football tournament.
– This is the first time we are doing this and it will be fun to be able to show our commitment by following and lifting the team in different ways. We hope that this inspires these girls to continue playing sports in the future. In a way, the team also become ambassadors for equal sports and inspirers to other clubs and young people interested in sports, she says.

Estrella hopes that the partnership will benefit all parties.
– Estrella wants to be a good social actor. By increasing our visibility in the context and marketing the collaboration in our channels, we can help further spread the message about the importance of diversity and equality in sports, raise the social benefit and ultimately contribute to the good of society. We see this as a win-win where we add value both to society and to Estrella, says Jenny Lagergren.