Höllviken rider Nicole Holmén has gained H&M as her new sponsor. This gives her a unique opportunity to aim for the world elite in equestrian sports.
Swedish equestrian sports face a generational shift as established superstars retire. H&M has selected Holmén as the heir to the Swedish throne.
Talent alone does not suffice for the top. Equestrian sport requires substantial financial resources for horses and international competitions.
The sponsorship gives Holmén better conditions to compete against the world's best.