JCDecaux has won the two largest of SL's four advertising contracts and is taking over the largest central metro stations and all Greater Stockholm bus shelters

The advertising contracts are the largest of their kind in the Nordic region and make JCDecaux the largest outdoor player in Sweden. The contracts will take effect from 1 January 2026 and run for a period of 7 years.

- This is very pleasing news and a game changer in the Swedish media market. The two contracts won strengthen our existing networks and allow us to invest in the very latest technology for maximum impact in the metro and throughout Greater Stockholm. The outdoor market has been in a rapid upward spiral for several years now with its real reach and high impact. With these agreements, JCDecaux can undoubtedly offer one of the best products in the media market," said Magnus Heljeberg, CEO of JCDecaux Sweden.

The parts that have accrued to JCDecaux include the following:

Concept stations
The contract covers the 14 largest and busiest metro and commuter train stations in Stockholm city centre. The new contract includes spectacular large-format digital displays along the tracks.

Bus weather protection
The agreement covers all bus weather protection with digital and analogue advertising throughout Stockholm County. The advertising is distributed at over 1,500 stops throughout the county.

- This strengthens our position as a leading media to drive development forward for our customers and partners. We look forward to the opportunities this brings, not least in terms of the digital offering and programmatic buying. We remain committed to continuing to deliver reach, analogue and digital, and innovative solutions that create real impact for our advertisers," says Cecilia Claesson, Sales Director for the Swedish market.

For more information, please contact the Head of Communications

Malin Otterström
[email protected]
Tel: 073-976 26 94