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Bauer Media Sweden launched SportSnack Sverige on May 7, the country’s first commercial sports radio station since the 1990s. The station replaces Feel Good Hits on FM in Stockholm and broadcasts via DAB+ in Stockholm, Gothenburg and Malmö.
SportSnack Sverige combines music and sports talk, targeting male listeners aged 20–59. Programming includes a mix of pop and rock alongside live discussion. The station airs from 7 a.m. to 7 p.m. on weekdays and 1 p.m. to 6 p.m. on weekends. It also produces two daily podcasts based on its live content.
Bauer has hired five sports journalists and two producers for the new venture, with experience from Sveriges Radio, TV4 and the Swedish tabloid Aftonbladet. “We looked closely at British and American sports radio and found a lot of inspiration from TalkSport in the U.K.,” said Johnny Strömgren, sales director of Bauer Media Sweden. “There’s strong interest in sports among listeners to our other stations, as well as among advertisers. We’re pleased with the launch and expect the station to evolve as we grow the audience and refine the format,” Strömgren added.
In the wake of failed ventures
Betting company Unibet, part of the French group FDJ since 2023, is the station’s main sponsor. “Sports are central to what we do, so it was a natural fit to support a station that focuses entirely on sport,” said Raúl Valencia López, Unibet’s marketing and PR manager.
SportSnack follows the wake of failed ventures in commercial sports broadcasting in Sweden and is the first commercial sports radio venture since Storstadsradion launched in Stockholm in 1994. That station featured a similar format but shut down within five months. Two other sports audio projects have emerged in Sweden in recent years. In August 2023, Sportscom launched as a subscription-based platform offering live audio commentary for football and ice hockey, initiated by Storytel founder Jonas Tellander. It ceased operations in March 2024. Mad Men Media, which won a national DAB+ license for a station called Rock & Sport in the same month, has not yet launched.
