Women's football in focus as the housing company extends its sponsorship deal with IF Elfsborg

The public housing company Bostäder i Borås is extending its partnership agreement with the football club IF Elfsborg. New in the agreement is that 50% of the sponsorship money is set aside for strengthening women's football. The rest will go towards positive community development for the whole of Borås.

- Our hope is that our efforts create a broader platform for equality and inclusion, says Sophia Jonsson, head of marketing and communications at Bostäder i Borås. Women's football does not yet have the same conditions as men's football, and we want to help change that. We think it is important to create role models for all children and young people in Borås - whatever their gender.

The initiative is part of the work Bostäder i Borås does on gender equality, community engagement and daring to challenge prevailing norms in order to create lasting change. It is a strategic decision that not only contributes financially to sport, but also pushes for a more inclusive and equal sporting culture.

- We are glad and grateful for the good cooperation we have with Bostäder i Borås, says Vedad Aganovic, head of social sustainability at IF Elfsborg. The company's commitment to social sustainability, gender equality and inclusion is clearly in line with IF Elfsborg's own work, and together we make sure that Borås remains a safe city to live in.

Through the extended partnership agreement, Bostäder i Borås and IF Elfsborg carry on making Borås better. The cooperation has previously included teaching children and young people about shared values, a red card against racism and insights into the labour market. It has also included summer jobs, LGBTQI issues, and IF Elfsborg's women's and men's players visiting the housing company's area days as good role models.