"Movember" has become a popular campaign in the hockey world in recent years. Nowhere is this more apparent than in the Swedish city of Gothenburg, where Frölunda's dedication to men's health awareness is a model for others to follow.

by the Frölunda Marketing Department

For the third year in a row Frölunda Gothenburg is involved in the Movember Foundation – the leading global organization committed to changing the face of men’s health. Although this year, they’re going all-in, and kicked off the campaign with a fundraising SHL game against Färjestad Karlstad on 28 October. The home team played in all black in a Movember-themed arena. After the game, the black jerseys worn by the Frölunda club were auctioned off, with all proceeds going directly to Movember and the fight against prostate cancer.

“The Movember project is close to our hearts and a big part of our corporate social responsibility,” says Frölunda’s marketing manager Lisa Wadell. “It is a current project with a distinct hockey connection well suitable for our target group. It gives us an amazing opportunity to engage and unite fans, players and sponsors in a joint project and for a good cause. As a bonus it adds an extra competitive element against the other SHL teams.”

The photo above is this year’s Movember picture, which was shot as a non-profit project with local photographer Meddi and the barbershop Sharper Of Sweden. A similarly-themed photo was done for the first time last year and it was an instant success, which is why it's being repeated. The photo is for sale throughout November and all proceeds are dedicated to Movember.

Team captain Christoffer Persson and his teammates promote and support the project. “It’s important to get involved and it’s both interesting and fun to be part of a project like this. We will undoubtedly collect more money than last year and our goal is to draw attention to the Movember Foundation, men’s health and prostate cancer.”

Frölunda collected the most money out of all SHL teams last year and have already passed that total this year, and November hasn't even started yet.

Tappara Tampere and their fans will get an early look at the mustaches on the Frölunda players when they visit to open their CHL playoff series on 4 November.