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Major Swedish football sponsorship deal clinched by Unibet

With the liberalisation of the Swedish online gambling market just over the horizon, Kindred Group has announced that subsidiary Unibet has signed the biggest football sponsorship yet for the group.

Unibet will become title sponsor for the two top tiers of Swedish football – the Allsvenskan and Superettan leagues. The governing body Svensk Elitfotboll has agreed a 12-year, over Euro 100 million (SEK 1.8 billion) sponsorship arrangement commencing early January 2020 in which Unibet will replace current sponsor Svenska Spel, a state-owned gambling group.

In a statement Thursday, Kindred Group announced that the sponsorship will initially run for 6 years with an option to extend for a further six years. It will prioritise social responsibility, along with strengthening the profile and improving the standards of Swedish football.

Kindred has committed to annual sponsorship that includes SEK 100 million for the main Allsvenskan and Superettan sponsorship; SEK 25 million to fund the association’s talent and integrity development; SEK 20 million for the clubs and SEK 5 million dedicated to a European tournaments special initiative.

Dersim Sylwan, general manager in Sweden for Kindred Group, said in a statement: “The new gaming licence will finally make it possible for Swedish sports to gain market value for their partnerships, which is positive for the clubs, the associations and of course for the athletes. Our new agreement with Svensk Elitfotboll will, for instance, give the association substantially more income, compared to previous partnership deals.”

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