Preem Ends 17-Year Sponsorship of Vasaloppet Amid Climate Criticism

Preem has officially ended its 17-year sponsorship of the Vasaloppet ski event, with the contract set to expire in September 2025. The decision comes in light of growing criticism regarding the company's environmental impact, particularly concerning climate change. In recent months, elite skiers, including Marcus Grate, Oskar Svensson, and Max Novak, have voiced their discontent, stating that climate change is adversely affecting skiing conditions, which intensified calls for Vasaloppet to reassess its partnership with Preem.

Vasaloppet's CEO, Johan Eriksson, confirmed that the termination of the agreement was initiated by Preem, which chose not to renew the partnership. Eriksson acknowledged the complexity of balancing sponsorship needs while addressing environmental concerns. He emphasized the necessity of forming partnerships that support efforts to reduce emissions, stating, "We must undertake significant changes to facilitate our transition toward more sustainable operations."

Despite the termination, Eriksson reassured stakeholders of Vasaloppet's ongoing commitment to promoting skiing and physical activity in Sweden, while actively seeking new sponsorships to secure the future of the event. Preem's communication head, Ulrica Bååthe, reflected positively on their collaboration, noting the joy it brought to employees and participants alike, highlighting the shared success over the years.