How Partille World Cup Elevates Gothenburg as a Destination

23,500 participant spend a week in Gothenburg during Partille World Cup.

Partille World Cup set a participation record in 2026. However, the tournament is not just about experiences for the participants. It is also a week that transforms Gothenburg as a city and enhances the image of Gothenburg globally.

The Partille World Cup means a lot. The experiences that participants take with them likely change their perspectives on life. They encounter different cultures, make new friends, strengthen themselves as groups, and face challenges during an intense week that fosters development.

This is the core mission of what the Partille World Cup stands for. It has given the tournament a unique position. The 56th Partille World Cup was held in 2026. This year, 1,400 teams from 36 countries participated, bringing 23,500 participants to Gothenburg to spend a week of tournaments here.

Approximately 14,500 spectators were at Fristads Arena in Heden's grandstands to see the next generation of possible stars on the final day. And the players had the opportunity, perhaps for the first time, to perform internationally on a large stage.

In 2025, the Experience Institute conducted a study on the tourism economic impacts. Participants were estimated to have spent 398.5 million kronor in the city. The annual implications of this change business opportunities for the tourism sector. Not only in the city center, but in all of Gothenburg where participants stay in the city's schools. The tourism sector knowing that it will be a peak week in week 27 also allows them to plan, streamline their efforts, and thereby meet the demand. This is positive for visitors, creating opportunities for businesses to achieve better results.

And nationally and internationally, Gothenburg is gaining attention. We are not just spreading through our own external PR and communication in various channels. A preliminary quick analysis, conducted the day after Saturday's final day, estimates the PR value for this year's tournament at around SEK 50 million. Only the external editorial attention in established media is estimated at SEK 20 million. This is before any interviews, articles, and analyses that are conducted when the participants return home are published.

Moreover, more and more people around the world are following the matches and, consequently, what is happening in Gothenburg. This year, we livestreamed all matches, from group play to finals. Many want to follow their youth on the adventure in Gothenburg. The livestream totaled 615,000 views, an effective way to promote youth handball and its presence in Gothenburg to the world.

We also spread through the participating teams and the various channels of the participants, their connections with editorial teams in their home locations, whether they are from Leipzig, Fredrikshamn, France, Chile, India, or Zimbabwe.

This year, 221 teams from Denmark, 160 teams from Norway, and 72 teams from Germany participated, spreading their involvement in Gothenburg. These are all prioritized markets for Gothenburg as a destination. Many of the teams' home editorial offices followed their progress, thanks to the tournament organization’s close contact and collaboration with the teams. For the Partille World Cup, it is largely about developing together.

The teams help the city convey the image of Gothenburg as an open city to the world. For the world is in Gothenburg during the Partille World Cup.