The Jinx

A new year, a new chance to qualify for a major international football tournament. And the Swedish team needed all the help they could get – for the 2022 World Cup we didn’t even make it to the group stage. But can a betting company like Oddset really influence those things in a real way? Fortunately for us, sports aren’t always anchored in reality. By jinxing our opponents – or better yet, letting them jinx themselves – we gave the Swedish national team an edge in the upcoming qualifiers.

Celebrate like you mean it!

Together with our jinx master Adam Lundgren, we travelled to Slovenia, Kosovo, and Switzerland – our opponents in the 2026 World Cup qualifiers. There, we set traps for the local population. Golden hats, fountain dancing, victory yodeling – through cunning and charm, we got our opponents to celebrate their win before the game had even begun, thus setting the jinx in motion.

We turned the jinx of Slovenia, Kosovo and Switzerland into short and short:ish films

Proper jinx expert

We partnered up with Lena Kättström Höök, expert on traditions and folklore after 40 years as a curator at the Nordic Museum. On national television and radio, she explained for the Swedish people what the jinx is and its potency.
Watch it here.