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"The Swedish Sports Confederation has cut off the European Sex Championship, which was due to be held in June in the southern city of Gothenburg," Israeli media Mignews reported.

"The institution said it did not give the green light to the event because the chairman of the Swedish Sex Federation Dragan Bratic did not fill in the relevant documentation correctly," the newspaper added.

As the team of novini.bg wrote, the owner of a chain of strip bars announced that he is organizing a sexual event with a competitive nature.

Sex is now a sport, a European championship is coming up in June

"The announcement of the European Sex Championship was only an advertising character. The entrepreneur with roots in the former Yugoslavia probably knew very well that his idea would not be implemented," Mignews said.

"Bratic, however, has achieved another and perhaps his real goal – now he and his establishments have become known in Sweden and beyond," the Israeli media added.