Interest in Elitloppet has increased by 57 % since 2014. This is according to a brand new survey by the Experience Institute.
- I got a really good feeling when I read the result. Elitloppet is the biggest we have in trotting Sweden and it is very gratifying that the interest is increasing, says Solvalla's marketing and communications manager Markus Myron.
The Sports Navigator from the Experience Institute maps interest and involvement in Swedish sport. The survey, which is conducted monthly and includes 6,000 interviews annually, shows a sharp increase in interest in Elitlopp.
- "Interest in Elitloppet has increased by 57 % between 2014 and 2019," says Peter Allvin, partner at the Experience Institute. Interest in sport in general has increased by 16% during the same period, while interest in Elitloppet has increased significantly more than that. This is probably because Elitloppet offers more than 'just' sport. Social factors are playing an increasingly important role in the consumption of experiences, and Elitloppet is a family festival that many people want to experience.
When asked: "How interested are you in the following events?" that Elitloppet has increased from 14 % to 22 % among the proportion of Swedes who answer quite or very interested. A 57% increase.
Looking only at those who are very interested in Elitloppet, they make up one tenth of the population and place Elitloppet in third place among Sweden's most popular sporting events. Vasaloppet and Finnkampen hold the top two places.
- "I think one reason for the increased interest is that in recent years it has been possible to follow the build-up of both the start list and the public festival over a longer period of time. We have made a conscious effort to make Elitloppet relevant throughout the winter and spring," says Markus Myron.
Facts about the Sport Navigator
The Sports Navigator has been conducted via online surveys and includes 6,000 interviews of a representative sample of the Swedish population (15 years and older). The interviews have taken place continuously during the period April 2018 to March 2019 with 500 interviews per month. The outcome has then been compared with previous years' results. The research institute Ipsos has carried out the data collection on behalf of the Experience Institute.
Results of the question: How interested are you in the following events?
Proportion interested in Elitloppet:
Very interested: 10 %
Quite interested: 12 %
Total interest: 22 % (Equivalent to 1 850 300 persons)
Development - Somewhat or very interested in Elitloppet
2014: 14 %
2015: 15 %
2016: 18 %
2017: 20 %
2018: 23 %
2019: 22 %
Top three events in Sweden with response "very interested".
Vasaloppet: 14 %
Finnkampen: 14 %
Elitloppet: 10 %
Elitloppet is the main attraction during the Elitlopp weekend, which will be held at Solvalla in Stockholm on May 24-26, 2019. Elitloppet is an invitational race where 16 horses compete in two different trials with eight horses in each. The top four in each trial will meet in a final where the winner will receive three million SEK.
Press release from Solvalla April 16, 2019.
Photo: Malin Albinsson/TR Bild
