When the world’s largest handball tournament indoor kicks off in December, Lund is filled with energy, excitement, and joy. But this year, something new awaits. Thanks to a unique collaboration between Lundaspelen, the City of Lund, the Lund Retail Association, Visit Lund, and Citysamverkan, players, coaches, and visitors will experience even more – both on and off the court.
Behind this initiative stands Hanna Frykman, President of Lundaspelen, who has spent the past few years working strategically to build stronger ties between the tournament and the city.
“We want everyone who comes to Lundaspelen to feel that they’re also coming to Lund – a vibrant, welcoming city where the entire experience matters,” says Hanna Frykman.
Under the motto “Lund welcomes you – in Lundaspelen”, stakeholders from across the city have joined forces around a shared goal: creating a complete experience that enhances both the event and Lund itself.
This includes a new city dressing that will give the city center a lively handball-inspired look, coordinated activities and special offers in shops and restaurants, and stronger destination marketing showcasing Lund as a proud host city.
Together with Citysamverkan, Frykman has launched a new collaboration that also includes the Trade Association, Visit Lund, and other key stakeholders in the city.
“When the city, businesses, and community work together, something truly special happens. We create experiences that benefit both visitors and locals – and strengthen our shared pride in Lund,” says Frykman.
Every year, Lundaspelen attracts more than 26,000 participants and spectators, over 20,000 of whom travel to Lund as visitors. Together, they spend around three million SEK per day during the tournament – a welcome boost to the local economy. But for Frykman, the initiative is about much more than numbers.
“This is the beginning of a new tradition – one where Lundaspelen becomes an experience for the whole city. It’s about showing Lund’s warmth, creativity, and community spirit – and giving every visitor a reason to return,” she says.
For more than 45 years, Lundaspelen has helped put Lund on the map. With this new collaboration, the tournament takes another step forward – toward a future where Lund welcomes the world, and the whole city plays along.
