Cykelförbundets – Sweden’s Cycling Federation has announced Svenska Spel as the principal sponsor of its “Project Ledstjärna – citizens in motion” social initiative.

The project will see Svenska Spel fund and collaborate Cykelförbundets social directive to make cycling as accessible as possible to the Swedish public and local communities.

A campaign for Project Ledstjärna (translation:’ GuideStar) has been  fronted by Svenska Spel funded Paralympic athlete Anna Beck who won gold at last year’s UCI Road Race World Championships, adding to her silver medal wins at the Tokyo 2020 games.

Cykelförbundets seeks to promote cycling as a socially embracing day-to-day activity, that is accessible to all Swedish citizens and benefits local communities and their environment.

Beck commented on launching Project Ledstjärna – “It’s about getting more people moving and it’s something I’m passionate about – including more people in our fantastic sport and enabling more people to have the conditions to move.”

“This applies to all areas of life, from getting more people to think of the bicycle as a possible means of transport to getting at least a few to want to compete at a high level and get out to competitions. It is noticeable that cycling is becoming increasingly popular instead of taking the car, so I get into a good position”