Press release; Mar 30, 2009 10:01 AM CET

Tony Rickardsson to join Swedish Match

Tony Rickardsson is appointed Area Manager Eastern Europe for Swedish Match Continental Europe as from 1st October 2009. Tony will succeed Åke Wiktorsson who has together with its partner’s built a solid foundation of our key brands in the Eastern European region over the past 15 years.

Tony Rickardsson will continue to work closely with Swedish Match’s partners and customers in Eastern Europe and represent the whole brand portfolio of Swedish Match International division.

The brands comprise market leading products such as Cricket and Feudor, high quality disposable lighters, Korona matches and fire related products, the leading Dominican premium cigar brand Macanudo and Salsa cigars among others.

Tony Rickardsson born 1970 is an international sportsman icon in speedway driving and car racing. He has an unsurpassed merit list with six individual world championship titles in speedway racing during the years 1994-2005 and three team world championship titles in the same discipline. Tony has true international experience from his racing career and in combination with his long standing partnership with Swedish Match; Tony is highly respected and appreciated for his winner instinct and thorough relationship with many partners and customers in Eastern Europe.

“We are delighted to have Tony on our team and are confident that with his winner mindset and compelling personality, Tony will continue to add value and grow this strategic area, representing good potential and high importance for our business”, says Håkan Söderberg COO and head of Continental Europe within Swedish Match International.

Tony Richardsson will complete his engagement in Porsche Carrera Cup as a team driver and owner of Rickardsson Racing during the season and start his new career in Swedish Match in October, 2009.

“This is a tremendous opportunity for me to start a new career outside my long engagement in speedway and car racing, says Tony Richardsson. I have had an excellent partnership with Swedish Match during several years of my racing career and built solid relationships with company representatives, partners and customers on an international basis. I am thrilled to join Swedish Match and contribute to further success of the company, but from the inside and with a fantastic product portfolio at hand”, ends Tony.

Tony Rickardsson will report to Håkan Söderberg and be based in Sweden.

For further information, please contact:
Henrik Brehmer, Senior Vice President Corporate Communications
Office +46 8 658 04 52, Mobile +46 76 111 34 14

Swedish Match produces and sells market-leading brands in smokefree tobacco products, cigars, pipe tobacco and lights products. The Company sells products across the globe, with production units in 11 countries. The Group’s global operations generated sales of 13,162 MSEK for the twelve month period ending December 31, 2008. The Swedish Match share is listed on the NASDAQ OMX Stockholm (SWMA).

Swedish Match AB (publ), SE-118 85 Stockholm
Visiting address: Rosenlundsgatan 36, Telephone: +46 8 658 02 00
Corporate Identity Number: 556015-0756
www.swedishmatch.com