First of all the OP asked biggest in Sweden. So lets focus on that. And for the answer its not even close between any hockey player and Zlatan..
Hockey might be a popular sport in Sweden but hockey players aren´t. It would be better to compare Ferry or some other skier if you wanted to get someone who is famous. And that isn´t close either..
But someone here said that Zlatan is much bigger than Stenmark and that person I can GUARANTEE did not see Stenmark! In regards to articles Zlatan might win but if you would take percentage wise of media coverage then Stenmark would own Zlatan! Ask any 40 year old in Sweden who was bigger in their prime and all will say Stenmark. Except those 40 year old that still hang around in the stand up section at Malmö FF home games.. But if we count hardcore fans I could name quite alot of players that would rank Annika Sörenstam or lets say Ferry as bigger than Zlatan.. (But have to say what Sörenstam has achieved should have made her alot more famous than she is, its alot more impressive than what Zlatan or Forsberg has achieved)
They actually shut down stores, factories and schools when Stenmark competed when has that happened for Zlatan? Enough said!
Haha who would rank Annika Sörenstam higher then Zlatan...
But i agree with Stenmark! but i bet Tumba is pretty close aswell
Played in Swedish football team and in Swedish ice hockey team!