As Sweden’s leading train operator, SJ runs 1,500 sustainable departures every day. Moving people, ideas, and Sweden forward.
In 2024, SJ launched its new brand platform “För Sverige framåt” (“Moves Sweden forward”), highlighting the train’s role in driving both climate transition and human mobility.
Music is a natural part of this. It unites, inspires, and drives creativity. That’s why Way Out West, Sweden’s most progressive music festival, was the perfect partner.
After 17 years of collaboration, SJ wanted to take the 2024 sponsorship to the next level – from transport partner to an integrated part of the festival experience.
The result was SJ StudioStage, a new stage for emerging artists, designed as a miniature studio right in the heart of the festival. Under the theme “Moves music forward,” new voices were given the chance to be heard while SJ inspired sustainable travel through sold-out festival trains, Prio benefits, and strong on-site visibility.
The impact was clear:
+21% increase in awareness of SJ as a partner (81%)
30% became more positive toward SJ
34% of visitors took the train to the festival (+40% from 2023)
Through Way Out West, SJ demonstrated how sponsorship can drive brand, business, and societal value. Music moves Sweden forward. SJ moves music forward.
