Sports goods and equipment market in Sweden: size, suppliers and public contracts
Market size and key facts
In 2025, public buyers in Sweden awarded 120 supply contracts for sports goods and equipment through award notices on TED; the 20 of them that state a value (16.7%) add up to €15.6 million, a floor rather than the full contract value. Sweden imported €506 million of goods in the customs headings matched to sports goods and equipment in 2025 (Eurostat Comext, HS 9506; all buyers, not only public ones), up 7.3% from 2023.
- Since November 2023, 64 companies have won 206 public supply contracts for sports goods and equipment in Sweden, in 69 award notices from 53 public buyers.
- 97.6% of these awards went to companies registered in Sweden; the most frequent foreign origin is Denmark.
- The five companies that win most often hold 32% of all awards.
- 22.8% of the awards whose notice states the number of tenders received a single bid.
In proportion
All public purchasing in Sweden — general government spending on goods, services and investment, the measure the OECD and the European Commission use for public procurement — came to €106 billion in 2025, 17.6% of GDP (Eurostat). Award notices on TED cover only the contracts above the EU thresholds, so they show who wins, not the whole of that spending.
Source: Eurostat, government finance statistics (gov_10a_main, gov_10a_exp) and GDP (nama_10_gdp), retrieved 9 November 2026.
Updated · counted daily from contract award notices on TED and Eurostat international trade data · figures as JSON · free to quote with attribution (CC BY 4.0)
How to cite: Cresques, "Sports goods and equipment market in Sweden", https://cresques.com/markets/se/374-sports-goods-and-equipment, from TED contract award notices (© European Union) and Eurostat Comext, updated 13 November 2026. Licence: CC BY 4.0.
- Winning companies
- 64
- since November 2023
- Award notices
- 69
- on TED
- Public buyers
- 53
- hospitals, schools, agencies
- Imports 2025
- €506.4M
- all buyers, Eurostat
The market in numbers
Public supply contracts in Sweden: award notices published on TED from 2023-11 to 2026-11, by publication year.
- Contracts awarded
- 206
- in 69 award notices
- Awarded value
- €30M
- from 26% of awards with a published value
- Winning companies
- 64
- with at least one award
- Public buyers
- 53
- hospitals, cities, agencies
Table view
| Nov–Dec 2023 | 1 |
| 2024 | 33 |
| 2025 | 120 |
| 2026 | 52 |
Table view
| Nov–Dec 2023 | €696.9K |
| 2024 | €8.9M |
| 2025 | €15.6M |
| 2026 | €4.8M |
Table view
| Cities, regions and central administration | 130 |
| Urban transport operators | 34 |
| Police, fire services and prisons | 20 |
| Hospitals and health services | 11 |
| Armed forces and defence agencies | 7 |
| Culture, sport and religion | 3 |
| Universities, schools and research | 1 |
- Östra Mellansverige47SE12
- Norra Mellansverige39SE31
- Västsverige34SE23
- Sydsverige30SE22
- Stockholm27SE11
- Mellersta Norrland15SE32
- Småland med öarna8SE21
- Övre Norrland3SE33
Table view
| Östra Mellansverige | 47 |
| Norra Mellansverige | 39 |
| Västsverige | 34 |
| Sydsverige | 30 |
| Stockholm | 27 |
| Mellersta Norrland | 15 |
| Småland med öarna | 8 |
| Övre Norrland | 3 |
- Large companies
- Medium-sized
- Small
- SME (size not stated)
- Size not stated
Table view
| Large companies | 41 · 19.9% |
| Medium-sized | 18 · 8.7% |
| Small | 22 · 10.7% |
| SME (size not stated) | 6 · 2.9% |
| Size not stated | 119 · 57.8% |
- Denmark4
- Netherlands1
Table view
| Denmark | 4 |
| Netherlands | 1 |
Table view
| 2023 | €471.9M |
| 2024 | €474.4M |
| 2025 | €506.4M |
- Karlstad38
- UPPSALA37
- Göteborg27
- Stockholm17
- SKURUP13
- HÄRNÖSAND7
- Östersund6
- Sockholm5
Table view
| Karlstad | 38 |
| UPPSALA | 37 |
| Göteborg | 27 |
| Stockholm | 17 |
| SKURUP | 13 |
| HÄRNÖSAND | 7 |
| Östersund | 6 |
| Sockholm | 5 |
Imports: Eurostat Comext, customs headings 9506 (only headings whose trade is mainly this category); all buyers, not only public ones.
Awards to companies registered in Sweden
97.6%
5 awards went to companies registered elsewhere.
Share of the 5 biggest winners
32%
Of all awards; a high share means a concentrated market.
Lots with a single bid
22.8%
Among 149 awards whose notice states the number of tenders.
How we count: one award per procedure, lot and winning company, from live contract award notices; a joint procurement counts on every buyer's market. Values are the awarded amounts published in the notice (framework ceilings and estimates are never added), converted to euro at the ECB yearly average. Company size is the SME flag of the notice (eForms BT-165). Read the methodology.
The same category across Europe: all 30 countries compared →
Among the companies that win most often
- Widi Sport AB13 public contracts in total
- Tressport och Lek AB13 public contracts in total
- Unisport Sverige AB10 public contracts in total
- Winn Marketing AB16 public contracts in total
- Lekolar AB27 public contracts in total
Where this industry meets in Sweden
- Piscine GlobalTrade fair · Lyon, France
- ProwinterTrade fair · Bolzano, Italy
- SpielwarenmesseTrade fair · Nuremberg, Germany
- The HFA ShowTrade fair · Las Vegas, United States
- FIBOTrade fair · Cologne, Germany
- IAAPA Expo EuropeTrade fair · Vienna, Austria
Watch this market
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Which of these 64 companies could distribute your product?
A Cresques market map of Sweden for this category shows the companies that win these contracts: how often, for how many buyers and for how much, and whether the leading ones are distributors or manufacturers.
Open this market map — freeFree account, no card: one market map, showing the first 5 companies with their contract awards. Paid plans show every company.
After sign-in the new-market form opens with Sweden and Sports goods and equipment filled in.
No account yet? Ask for a free preview.
One page by e-mail within one working day: three distributors that already win public contracts for this kind of product in the country you choose, each one checked (is it a distributor, or a manufacturer's own sales company?), with its contract record, and the price of the full shortlist. If we can find fewer than three, the reply says so.
Read how to enter the Sweden market.
Questions
- Who wins public contracts for sports goods and equipment in Sweden?
- 64 companies won 69 contract award notices for these categories from 53 public buyers in Sweden since November 2023. The companies that win most often are Widi Sport AB, Tressport och Lek AB, Unisport Sverige AB, Winn Marketing AB, Lekolar AB.
- How big is the sports goods and equipment market in Sweden?
- In 2025, public buyers in Sweden awarded 120 supply contracts for sports goods and equipment through award notices on TED; the 20 of them that state a value (16.7%) add up to €15.6 million, a floor rather than the full contract value. Sweden imported €506 million of goods in the customs headings matched to sports goods and equipment in 2025 (Eurostat Comext, HS 9506; all buyers, not only public ones), up 7.3% from 2023.
- Where do suppliers of sports goods and equipment meet buyers and distributors in Sweden?
- At trade fairs and congresses such as Piscine Global, Prowinter, Spielwarenmesse, The HFA Show, FIBO, IAAPA Expo Europe — each checked on the organiser's official website.
- How do I find a distributor for sports goods and equipment in Sweden?
- Create a free Cresques account and open the market map for Sweden and this category. It shows the companies that win public contracts there, how often, for how many buyers and for how much: the first 5 on the Free plan, every company on a paid plan. Where the data exists, the map also shows wholesalers from the business register, import figures and the industry's trade fairs.
Sources: contract award notices on TED — Tenders Electronic Daily (ted.europa.eu), © European Union, published since November 2023, processed by Cresques (one award per procedure and lot); imports: Eurostat, international trade in goods (Comext), © European Union — only the customs headings whose trade is mainly this category, chosen by Cresques.