Folksam and Vätternrundan extend and expand their partnership

The partnership between Vätternrundan and Folksam has been ongoing since 2003. A collaboration that has provided our participants with increased security through event insurance and contributed to important research efforts in road safety. We are now pleased to announce that we are extending the partnership for another three years—and further expanding it with new initiatives, including efforts to prevent bicycle theft.

Folksam has, in close cooperation with us at Vätternrundan, conducted continuous research to improve road safety along the race routes. This research has, among other things, led to the historic rerouting of the northern section of Lake Vättern into Motala, where cyclists now avoid heavy traffic and dangerous intersections as much as possible—the new route was introduced in 2021. Ahead of this year’s event, an additional road safety measure has been implemented: a diversion of car traffic near the end of the course, where participants are often at their most fatigued, to minimize the risk of accidents during the final stretch of the race.

“It feels incredibly valuable to extend and develop our long-standing partnership with Vätternrundan. We see a growing need for safe and sustainable cycling—both as a form of exercise and as a means of transport. Through our research, insurance, and preventive work, we want to contribute to a safer cycling environment for everyone,” says Madeleine Hasselwander, Key Account Manager at Folksam.

“Road safety is by far the most important issue for us, as our events are largely held on public roads. Thanks to our collaboration with Folksam, we have been able to make crucial improvements. We are proud that Folksam wants to continue developing this together with us,” says Jessica Nilsson, Head of Sponsorship at Vätternrundan.

As part of the renewed partnership, Folksam will continue to offer the special event insurance that makes it safer to register for a race. This is particularly important as the proportion of first-time participants in our events has increased significantly in recent years. For many, signing up for a long-distance race is a big step, and insurance that reduces risk in case of illness or injury can lower the threshold for taking that step.

Another appreciated feature that Folksam will continue to provide during Cycling Week is the staffed bicycle parking—a service that both enhances on-site security and helps prevent bicycle theft, an increasingly common problem as more people invest in high-value bikes.

Looking ahead, Folksam and we at Vätternrundan will also take a broader approach to sharing the insights generated by this research. The goal is to expand the perspective on road safety and contribute knowledge that benefits not only recreational cycling events, but also everyday cyclists, decision-makers, and urban planners.