Dagens Media has interviewed JCDecaux Sweden’s CEO Magnus Heljeberg, Communications Manager Malin Otterström, and Sales Director Cecilia “Cicci” Ottobre about the new SL contract. Below is a summary of the article, where they discuss plans for digitalization, new products, and future investments.Read the full article here: The billion SEK SL contract: This is JCDecaux’s plan ahead

JCDecaux takes over SL’s advertising spaces – billion-Swedish-krona contract and record digitalization
When SL’s new advertising contract takes effect in 2026, a historic increase in public transport advertising revenue is expected. The guaranteed annual return will increase by 50 percent, from about SEK 400 million to at least SEK 600 million. Overall, the contracts are estimated to be worth around SEK 5.5 billion during the seven-year period.

JCDecaux strengthens its position
In the procurement, JCDecaux won two contracts accounting for approximately 80 percent of the total value. This means the company will surpass Bauer Outdoor (formerly Clear Channel) and become the leading outdoor advertising player in both Sweden and the Nordic region.

The contracts cover two main areas:

• Concept stations: 14 of the largest subway and commuter train stations in central Stockholm. Here, 400 analog large formats will be replaced by digital screens, and new solutions will be added along tracks and escalators.

• Bus shelters: All bus shelters in Stockholm County, more than 1,500 stops. In addition to existing areas, about 200 new advertising signs and extensive digitalization will be introduced.

Focus on giant screens
One of the most notable new features is the Metrovision giant screens, measuring 19 square meters, which will be placed opposite the platforms. These will be the largest of their kind in Europe at this location. Installation starts in summer 2026, with a total of 70 screens to be installed.

Recruitments and preparations
To manage the initiative, JCDecaux has already hired 20 new employees, with more expected in the coming months. – “Maybe 10–15 more employees, but one step at a time,” says Malin Otterström.

When the new spaces are launched, the company will also serve as a showcase for the international group.
“Large international clients in London, New York, or Paris will undoubtedly buy advertising in the Stockholm subway,” says Heljeberg.

JCDecaux will present its new advertising packages to the market already in September. Bus campaigns start in February 2026 and concept stations in May the same year. – “It hasn’t been difficult to schedule meetings this fall,” the Sales Director Cecilia Ottobre notes.

Pricing will reflect the unique locations.
“These are unique advertising spaces, and the value will naturally be adjusted accordingly,” Ottobre says, emphasizing that prices will always be driven by demand.

Looking ahead
JCDecaux is investing SEK 150 million in the digital expansion. The company expects 2025 and 2026 to be heavier years profit-wise due to these investments, but sees a strong recovery already in 2027.
The outdoor media channel has grown steadily in recent years and today accounts for about 5 percent of the ad market according to IRM. Heljeberg believes the share could rise to 6–7 percent within a few years, not least thanks to the possibilities offered by digitalization.
– “Partly because of this unique investment we are making in the Nordics, and partly because of our reach and the flexibility that comes with digitalization,” he says.