Eva-Lena Frick Appointed Event Manager for World Cup Ulricehamn
Eva-Lena Frick is already familiar with the organization. Back in the autumn of 2022, she was hired as a consultant to support the board in securing Ulricehamn’s future place on the World Cup calendar. She later moved on to the role of Federation Director at the Gothenburg Athletics Federation. At the same time, Frick was elected to the board of the World Cup company, Ulricehamn Ski Event AB, where she has served as a member ever since.
“It feels great to return in a more operational role,” says Eva-Lena Frick.
“I’ve gotten to know the organization and the people behind World Cup Ulricehamn, and I look forward to creating more impactful events together with them that engage the public, local clubs, and the business community.”
Frick has a long and distinguished background in Swedish sports. She has previously served as CEO of both Vasaloppet and Vätternrundan and will step into her new role in the autumn of 2025 after completing her assignment as Federation Director at the Gothenburg Athletics Federation. A former elite skier with Olympic experience from Sarajevo 1984, she has served for many years on the board of the Swedish Ski Association and is also a member of the board of the Swedish Olympic Committee (SOK).
“We are very pleased that Eva-Lena is now taking on the role of Event Manager for World Cup Ulricehamn,” says Jesper Fritzson, Chairman of the Board of Ulricehamn Ski Event AB.
“She brings both the experience and the dedication needed to lead the extensive work of restarting our local organizing committee ahead of 2027. The fact that she already knows our organization and its culture is a major strength.”
As Event Manager, Frick will be the key operational leader responsible for building and leading both the professional and volunteer organizations, coordinating daily operations, and ensuring that upcoming events meet the highest international standards.
World Cup Ulricehamn is still awaiting the formal decision from the International Ski Federation (FIS) regarding the 2026/2027 World Cup calendar but has nevertheless chosen to begin building its organization.
“We are preparing to host World Cup competitions in Ulricehamn again in 2027 and beyond. Even though a formal decision has not yet been made, we trust the signals we have received and must start the work now if we are to deliver events as highly appreciated as those in 2017, 2019, and 2021,” concludes Jesper Fritzson.