In 2005, there were rumours about Zlatan having met with someone while in Juventus - a restaurant owner noted a "small blonde" who accompanied him everywhere. The Swedish press started writing about them the same year, but neither he nor Helena chose to comment. After all kinds of silly rumours had circulated in the press about Zlatan and various models, for example Icelandic Tinna Alavis (Zlatan: "I had no idea I was. But I`m starting to get used to gossip."*) and an unnamed model working in Italy, he decided to make a public announcement about the relationship. "Helena Seger is my girlfriend. I`m making this comment to end all speculation. But that`s all I wish to share about my private life"*, he told the press before a game against Bulgaria in September 2005. Helena, it turned out, had picked him as a mere 20 years old, after he`d started following her around Malmö in 2001, and they`d been dating for three years.
She visited in Amsterdam occasionally, and during the Euros 04 in Portugal she went shopping with Victoria Beckham before the Sweden-England game, but both she and Zlatan were too discreet for the press to make a connection*. When the news got out, Helena`s abode in Malmö was instantly swarmed by the press. She just gave a short comment, her one public to date: "I don`t want to talk about that. There is so much more to me than this media story."*
In 2005, she moved in with Zlatan in an apartment in central Turin.
In 2006 it was announced Zlatan and Helena were expecting their first child. She wearily accompanied him to the WC in Germany 06, six month pregnant and chatting on the phone throughout all of Sweden`s games.