Preliminary assessment report of Sweden for the 2030 FIFA World Cup - University assignment - ADV20001

1. 2030 FIFA World Cup
Preliminary assessment - Sweden
By Michaela Slattery (101603772), Marcus Ludwick (102097897), Jadelyn Wieryoko
(102441753), Hoang Ngoc Tram (102445195) & Tuan Minh Nghiem (102422923)

2. 2
Introduction
The 2030 FIFA World Cup requires a host country that is approachable, respectful, and
appropriate in order to correctly portray the values of FIFA and enable them to continue to
reach their objectives. This is also essential in order to guarantee the comfort and safety of
the World Cup attendees. It has been proposed that Sweden be considered as the place for
athletes and spectators alike to experience the spirit of the 2030 FIFA World Cup. This report
details a preliminary assessment of Sweden; analysing their values, culture, attitudes, and
ethics to help determine if they are an appropriate choice. Firstly, this report will analyse the
culture of Sweden and how this relates to other countries and FIFA itself. Secondly, the ethics
and values of Sweden will be outlined through a detail of six different areas: treatment towards
women, treatment towards LGBT, equality and inequality in the workforce, stereotyping,
advertising towards children, and treatment towards immigrants. Our findings reiterate that
Sweden is the most appropriate country to host the World Cup.
Table of Contents
2………………………………… Introduction
3 …………………...Background of Sweden
3 ………………….FIFA’s Values and Goals
4 ……………….Treatment towards Women
5-6 ..Treatment towards LGBT Community
7 …Equality and Inequality I the Workforce
8 ………………………………….Stereotyping
9 ……………..Advertising towards Children
10 ………….Treatment towards immigrants
11 …………………………………..Conclusion
12-14 ………………………………References

3. 3
Background of Sweden
The Kingdom of Sweden is located in
Northern Europe, with Stockholm as its
capital. It’s one of the five Scandinavian
countries along with Denmark, Norway,
Finland, and Iceland. According to CIA
(2020), Sweden's population is over 10
million people, ranked 14th in Europe, and
91st in the world in total population. 60.2%
of Swedes practise Lutheran (Church of
Sweden) (CIA, 2017).
Swedes are known for being egalitarian
and humble in nature (Commisceo Global
Consulting, 2020). In their culture, boasting
is considered unacceptable, and it's rare to
find a Swede demonstrating anger and
frustration in public, as they speak calmly
and softly (Commisceo Global Consulting,
2020). According to Commisceo Global
Consulting (2020), competition is not
encouraged here, and children are raised
to believe that they are not more special
than other children.
Source: Simon Paulin/imagebank.sweden.se
FIFA’s values and goals
FIFA's Statute (2019), claimed their
objectives are:
a) to improve the game of football
constantly and promote it globally
in the light of its unifying,
educational, cultural and
humanitarian values, particularly
through youth and development
programmes.
b) to use its efforts to ensure that the
game of football is available to and
resourced for all who wish to
participate, regardless of gender or
age
c) to promote the development of
women’s football and the full
participation of women at all levels
of football governance
Source: Arild Libra
In addition, they also claimed to respect all
internationally recognised human rights
and will promote the protection of these
rights, as well as promoting equality,
neutrality, and prohibits discrimination of
any kinds (FIFA's Statute, 2019,
p.11). According to FIFA (2018), football
is more than a game, than a sport, it’s a
way
of life that all of us embrace, regardless of
nationality, creed, ethnicity, education,
gender or religion. Their new claim, “Living
Football", is what they do, who they are,
and why they are here according to FIFA
(FIFA, 2018). With “Living Football", FIFA
(2019), claimed: “We will guarantee an
environment in which everyone’s passion
and dedication to Living Football is
acknowledged, nurtured and respected
throughout”.
Sweden, as a country which highly values
the importance of equality, where the
people are naturally humble and
hospitable, has all of the elements of what
FIFA is striving towards. Therefore,
Sweden will be the deserving country to
host the 2030 FIFA World Cup.

4. 4
Treatment towards women
In order to make an informed decision
whether Sweden is the correct country to
host the 2030 FIFA World Cup, their
attitudes towards and treatment of women
must be considered. In this area, Sweden
performs very highly, embracing feminism
and striving to reach equality.
Firstly, Sweden are praised as they have
the first feminist government in the world,
putting equality at the forefront of their
policy making both nationally and
internationally (Government Offices of
Sweden 2019). Many policies have been
created in Sweden around violence, sexual
rights, economic development/trade, and
the environment in favour of equality. This
strongly aligns with the objectives and
values of FIFA, specifically the goal to
promote the development of women’s
football and promote equality. It also
ensures female athletes and spectators
feel safe, valued and appreciated when
visiting the country.
Source: Government Offices of Sweden
The focus on female entrepreneurship is an
important aspect of Swedish culture as it
allows for the creation of more jobs for
women and challenges traditional gender
roles. This means more women would be
able to work at the FIFA World Cup in all
levels as national employees. Women in
Sweden are also monetarily recognised for
their roles as caregivers in the family home
through the tax system. This is culturally
significant and speaks volumes for the
positive treatment of women. Policies
centred around women in the workforce
and entrepreneurship leads to a high rate
of women’s labour market participation as
well as a low level of social stratification
(Ahl and Neson 2014).
In Sweden, linguistic authorities even
approve the change of the language in the
name of feminism. This includes
introducing new words to promote gender
equality and changing existing colloquial
terms to remove negative connotations
towards females (Milles 2010). This helps
to remove sexist tendencies at the core of
their culture – their language. As a world
leader in feminism, Sweden makes for an
ideal candidate to host the 2030 FIFA
World Cup
.

5. 5
Treatment towards LGBT community
Throughout the last century, Sweden has
taken important steps to make sure that the
LGBTQ community has the same rights as
everyone else. Sweden is regarded as one
of the most progressive countries in the
world with their LGBT rights and they are
still continuing to fight for improvements.
The progress starts in 1944 when same-
sex relationships are legalized in Sweden
(Lagerberg 2020).
Listed below is a timeline of the LGBT progression to equality in Sweden from 1944 until
now:
1944: Homosexual activities are legalized
1972: Sweden becomes the first country in the world which legally allows gender change
1976: LGBT people are allowed to serve openly in the military (Sundevall & Persson
2016)
1979: The National Board of Health and Welfare (Socialstyrelsen) decides that
homosexuality is no longer a mental illness
1987: Discrimination on the basis of sexual orientation and gender identity by businesses
and government has been banned
1988: Homosexuals finally included in the cohabitation law
1995: Same-sex couples are allowed to register for partnership benefits
1999: HomO which is an ombudsman for LGBT people is established
2003: Constitutional change to outlaw hate speech based on sexual orientation
2003: Same-sex couples are allowed to adopt children
2005: Lesbian couples have the rights to access to IVF and assisted insemination
2009: Transgender identity and expressions included in the anti-discrimination act
2009: Legalized same-sex marriage and gender-neutral marriage law in effect
2011: Swedish constitution prohibits discrimination based on sexual orientation
2013: Allowing gender changes without sex reassignment surgery and hormone
replacement therapy
2017: Transgenderism is no longer classified as a mental disorder
2019: Stronger legal protection against hate crimes for transgender people through
inclusion in the Freedom of the Press Act which is one of Sweden’s fundamental laws.

6. 6
Sweden has made extensive progress,
particularly compared to other countries
where many LGBT rights are still illegal.
This is why Sweden is known as one of the
top 10 most gay-friendly countries in the
world.
Despite the progress in which Sweden has
made, there remains room for improvement
across the country. Therefore, if a person
feels discriminated, they can turn to the
Equality Ombudsman, a government
agency that works against all kinds of
discrimination (Lagerberg 2020).
Source: Magnus Liam Karlson/imagebank.sweden.se
In addition to the progress of the Swedish
law, as detailed above, Sweden began to
hold an annual pride parade called The
Stockholm Pride Parade in 1998, located in
their capital city. The pride parade has now
grown to attract around 45,000 participants
and 400,000 spectators each year
(Lagerberg 2020).
As opposed to the 2018 FIFA World Cup in
Russia, where the anti-gay law called “Gay
Propaganda” exists, the LGBT community
will be able to enjoy the World Cup without
having to hide their sexuality in order to be
safe (Worden 2018). Gay Propaganda law
is a law in Russia to silence any public
opinion and positive messages about
LGBT issues by using the “Protection of the
Morality of Children” as an excuse (CRIN).
Additionally, the frequency and severity of
anti-gay violence in Russia is much higher
than that of Sweden (Worden 2018).
Everyone deserves to enjoy the World Cup
no matter what their sexuality is. Thus, as
Sweden is an LGBT friendly country they
can be considered an ideal candidate for
hosting the FIFA World Cup. LGBT
spectators and athletes can enjoy and
participate in the world cup feeling safe,
welcomed, and not being discriminated
against which is much akin to the values of
FIFA.

7. 7
Equality and inequality in the workforce
Ensuring there is equality for all in the
workforce is an integral part of a cohesive
society, especially one that may have to
host a World Cup. Sweden views
themselves as a progressive nation with
many policies that ensure any person can
feel that they have equal footing in their
place of work. In the 2020 Gender Gap
Report, Sweden was ranked 4th out of 153
nations (World Economic Forum 2020, p.
13). The Swedish Discrimination Act (2017)
prevents any discrimination or harassment
in the workplace based on gender,
ethnicity, religion, disability, sexual
orientation, or age (Swedish Institute
2019). The Act is maintained by the
Equality Ombudsman, which handles any
complaints of discrimination and ensures
employers are not disadvantaging any of
their staff for personal reasons.
Source: Lieselotte van der Meijs/imagebank.sweden.se
Employers are also forbidden from
discriminating against workers who have
been or are on parental leave. When a child
is born in Sweden, the parents are entitled
to a combined 480 days of paid parental
leave, which equates to just less than two
full working years (Swedish Institute 2020).
Each parent can access half of the total
time and to ensure shared parenting, 90
days are reserved for each parent. These
days are non-transferrable, making sure
that both parents can play an active role in
raising their children during their early
years. Additionally, parents can access
temporary parental leave compensation
from the Swedish government if they need
to stay home from work to look after a sick
child under the age of 12. These
progressive policies allow for citizens to be
confident that their treatment and position
in the workplace will not be affected by the
desire to start a family.
However, there are some indicators that
Sweden still has a way to go before
achieving full equality in the workplace. The
pay gap in Sweden sits at approximately
12.3%, which is still a fair way away from
being close to parity (Savage 2019). Whilst
46% of parliament members in Sweden are
female and more women than men are
managers in the public sphere, women
occupy only 36% of senior management
roles in private sector companies.
Furthermore, men only take 30% of the
total parental leave provided by the
government, placing a slight burden on
their partners to either take more time off
work or work part time to look after their
children. However, given the progressive
trajectory of Sweden as a country, there is
hope that these inequalities can be
corrected to ensure everyone gets an equal
opportunity at work. The hosting of a World
Cup in Sweden could present an
opportunity for the organising committee to
participate in the movement towards
equality by having diversity quotas for
managers and other organisational
positions.

8. 8
Stereotyping
According to Sheehan (2014), stereotyping
refers to “A belief may be adopted about
specific types of individuals or certain ways
of doing things, but that belief may or may
not accurately reflect reality”. As the
Swedish stereotype, they are tall with
blonde hair, friendly and avoiding conflict.
Furthermore, Swedish people also enjoy
driving Volvo which is a Sweden car brand
and listening to ABBA. However, some of
the aforementioned stereotypes are true,
some are not.
Source: Simon Paulin/imagebank.sweden.se
Firstly, not every Swedish person is tall and
blonde. A huge number of swedes are
blue-eyed blondes, however, there are also
a lot of brunettes. Moreover, it is surprising
that there are plenty of redheads on the
West coast because of the Danish
influence. Likewise, although Swedish
people are blondes at their young age, their
hair often goes dark when growing up. As
a result, Swedes also use hair dye stains to
keep their stereotype alive (Lembke, 2017).
Secondly, not all Swedes drive Volvos nor
do they all listen to ABBA. Even though
Volvos is the most popular car brand in
Sweden, there are a huge number of
different car brands on Sweden’s road.
Source: Rikard Lagerberg/imagebank.sweden.se
However, it is true that Swedish people
avoid conflict because of their politeness
and culture values. Similarly, Swedes are
green and have a high awareness of the
environment. They use Pant systems
which allow those who want to be green
with rewards cash reward for returning and
recycling plastic or glass items
(Everythingsweden, 2015).
As detailed in the aforementioned analysis
of Swedish stereotypes, it is clear that
Sweden would be the best place to hold the
2030 FIFA World Cup. When the untrue
Swedish stereotype is not important and
does not influence Sweden’s ability to be
2030 FIFA World Cup host, Swedes’
politeness and kindness is always shown in
their culture and stereotypes, which is
extremely crucial and valuable. That would
create a welcoming, friendly and hospitable
atmosphere for visitors from many different
countries to come and enjoy the 2030 FIFA
World Cup in Sweden. Likewise, with the
high environmental awareness, Sweden
would guarantee to make the tournament
eco-friendly and minimise the dimensional
effect of humans on the environment.

9. 9
Advertising towards children
The topic of advertising to children often
raises ethical issues around how
manipulative advertising can be when
directly addressing children and the ability
of a developing mind to distinguish
between advertising content and
entertainment. These issues have been on
the mind of Sweden and its people for
some time. A 2003 study by Young, de
Bruin & Eagle showed that a large majority
of Swedish adults held negative opinions
about advertising targeting children,
including believing that advertising
unnecessarily prompts children to pressure
their parents into buying products (p. 483).
The study also showed that the Swedish
are generally distrustful of advertising,
believing that advertising rarely paints an
accurate picture of a product. These
opinions indicate that while advertising may
be present in Sweden, it is not the most
trusted source of information about
products. In relation to a World Cup, it
would be important to remember this as
alternate methods may need to be used for
promoting the tournament.
The general negative sentiment towards
advertising targeted at children is reflected
in Swedish law. Since 1991, all advertising
to children in Sweden has been banned.
This legislation was passed in part due to
the thought that children cannot
differentiate between television programs
and advertisements, an issue that was
emerging as more television channels
made their way into Sweden (Lembke
2018). Specifically, the laws ban any
advertising that is targeted at children
under the age of 12. Aspects that are
considered when determining the legality of
an advertisement include the product being
advertised (whether it is something that is
often made for children), the content of the
ad (whether it is using elements that would
appeal to children), and the timing of the ad
(whether it is being broadcast in a timeslot
with high numbers of children watching)
(Plogell & Sundström 2004, p. 66).
Source: Ulf Huett Nilsson/imagebank.sweden.se
The choice of 12 as the capping age has
proved a grey area due to the advertising
of products that may appeal to children
both above and below 12. Interestingly, the
onus for stopping advertising to children is
on the broadcaster, and not the advertiser.
This means that it is entirely up to the
television station or network to ensure no
advertising is being broadcast that is
against the legislation. This would be
something important to note when
promoting a World Cup as broadcasters
may not be willing to show ads if they think
there is a possibility of the advertisement
breaking laws.

10. 10
Treatment towards immigrants
There has been a sustainable growth of
Sweden’s population in the past 50 years.
According to Cohen, 2010, there are
approximately 1,2 million people, about
13% of the population residing in the
nation, were born overseas. In addition,
300,000 individuals born in Sweden are the
immigrants’ children. Moreover, Sweden
shows that they are willing to help
everybody who is in hardship, therefore, a
huge number of refugees have been
allowed to seek asylum in Sweden.
Source: Janerik Henriksson
Sweden is one of the first countries in the
world that accepts local and provincial
voting rights of immigrants (Cohen, 2010).
By giving permanent residents the power to
vote, which is a privilege in many nations,
Sweden shows their respect and trust to
immigrants and foreign residents. Boosting
the socio-economic inclusion and
immigrants’ independence in the context of
a diversity-based society is Sweden’s main
aim of foreign integration. It is obvious that
multiculturalism plays an important role in
Sweden (Cohen, 2010).
From the 2026 edition, FIFA World Cup’s
format will include 48 different nations
competing for the World Championship in
one month (FIFA, 2017). As a result, there
will be an influx of numerous countries
gathering in one place. The research
shows that Sweden is fair to immigrants
and foreign residents. Sweden has a long
rich history of embracing foreigners,
creating a homogenous society and willing
to open their arms to tourists coming for the
World Cup

11. 11
Conclusion
To sum up, we believe Sweden is the perfect country to host the 2030 FIFA World Cup, as
their cultural values and human ethics are all aligned to FIFA's aims for equality. Sweden's
well known for their great treatments toward women, the LGBT community, as well as
immigrants. As a result, the gender gap in Sweden’s employment is narrow, and discrimination
and harassment in the workplace is well prevented. In addition, Swedes are known for being
kind, humble, and welcoming, and children are raised to think they are not more special than
any other children. Another special thing about Sweden is that even though they rank among
the world's best for treatments towards women, the LGBT community, and immigrants, they
still strive to bring complete equality to society. Lastly, the aspect of advertising towards
children is well considered here, as Sweden has banned all advertising towards children,
specifically children under 12 years old. FIFA’s most recent claim, “Living Football",
guaranteed “an environment in which everyone’s passion and dedication to Living Football is
acknowledged, nurtured and respected throughout” (FIFA, 2019). Therefore, Sweden, a
country that embraces multiculturalism and diversity, should successfully host the 2030 FIFA
World Cup, where the “passion and dedication” from all 48 competing nations as well as
spectators from all over the world will be equally “acknowledged, nurtured, and respected
throughout".
Source: FIFA

12. 12
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