SBC News Home Advantage... Kindred pushes responsibility for its new Swedish profile

Home Advantage… Kindred pushes responsibility for its new Swedish profile

Kindred Group Plc, one of the first incumbents to secure a  ‘Swedish Gambling Licence’ issued by Lotteriinspektionen has reemphasized that its home market activity will be driven by social responsibility, sustainability and public trust.

Approaching the 1 January 2019 launch date for the new Swedish online gambling marketplace, Kindred governance confirms that it will operate its following brands:,,,,

Preparing for its homecoming, the Stockholm enterprise details that it has developed the most comprehensive set of gambling harm safeguards and monitoring functions, seeking to support Lotteriinspektionen on social responsibility mandate.

“Today is a historic day for Kindred. We have been pushing for a modern and sustainable gambling market in Sweden from the very start of Unibet in 1997, in which the focus is on consumer protection and harm minimisation. I am extremely proud and delighted that we have finally reached this point and look forward to a new and better future for Kindred, for local sport and for those who enjoy gambling, in Sweden”, details Henrik Tjärnström, Group CEO of Kindred Plc

Supporting Tjärnström’s home market vision,  Kindred will further reemphasise its leading directive of supporting public and sports initiatives – ‘which sees betting benefit society’.

As previously reported, its flagship Unibet brand has secured an exclusive ‘sole sponsorship’ of Swedish Elite Football’s top two leagues Allsvenskan and Superettan.

SBC News Home Advantage... Kindred pushes responsibility for its new Swedish profile
Dersim Sylwan

Undertaking its biggest ever sponsorship, Kindred and Unibet have stated that its partnership with Elite Football will be focused beyond marketing, with Kindred investing in regional youth soccer development programs working alongside all Swedish professional football stakeholders.

Dersim Sylwan, General Manager Sweden at Kindred Group commented on market initiatives:  “The licence in Sweden will give us new opportunities to provide our customers with an even better and more relevant gambling experience through new partnerships and offerings. It will also allow us to develop our involvement in Swedish society by engaging in local activities and projects, such as the sponsorship of Allsvenskan and Superettan”, comments

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