Team Sweden: Unexpected Partnerships 2026

05 June, 15:30 - 21:15

The Forum takes place 15:30-19:30 followed by concert attendance 19:45-21:15

Exploring Unexpected Partnerships

Where creativity meets strategy – and collaboration shapes what’s next.

What happens when industries collide? When music meets tech, retail meets gaming, or heritage brands plug into new cultural forces? The result isn’t just collaboration – it’s transformation. Enjoy an inspiring forum, then slip on your dancing shoes for ABBA Voyage’s iconic concert – all in one seamless evening at a heavily discounted rate.

As SXSW London returns for its second edition, Team Sweden UK gathers its community to explore how tech, film, music, culture, and sport are remixing the rules of business. This forum dives into the partnerships that break convention, spark new ways of thinking, and places creativity at the heart of the brand strategy. Whether you’re a leader, founder, or creator, this is your chance to see what happens when the usual boundaries disappear.

The question is: where will your next partnership take you?

What to expect

• Insights into cross-industry collaboration

• Real-world case studies from unexpected partnerships

• Perspectives on how creativity drives commercial success

• Conversations shaping the future of business and culture

Ticket information

At a discounted rate (-60%), the Event Package includes:

• Access to the Forum

• Exclusive pre‑concert lounge access

• Dancefloor ticket for the ABBA Voyage concert

Background

Fuelled by the momentum of SXSW London, Team Sweden UK – a collaboration between the Embassy of Sweden and the Swedish Chamber of Commerce for the UK – partners up with ABBA Voyage for a night where business, creativity, and commerce collide. As Forbes noted about SXSW, “its first European edition marked a shift in how business, creativity, and commerce intersect.” Sweden and the UK are all in on the creative industries – from tech and music to film, culture, and sport – and this event celebrates the cross border, cross industry collaborations that are driving that shift.

View the gallery from the previous edition here.