LeoVegas Swedish

Swedish Open serves up tennis turnover growth on LeoVegas

LeoVegas will resume sponsorship of the Swedish Open in Båstad, after the success of last year’s strategic effort to profile its fast-growing live tennis offering.

Live betting on tennis, especially through mobile devices, is one of the fastest growing turnover markets for LeoVegas, who has combined the opportunity for all punters to bet on every point with live-streaming for ATP tournaments across Sweden, Finland, Norway and Denmark.

The Swedish operator has therefore targeted its national tennis open, an ATP 250 Series event expected to attract 40,000 spectators to Båstad from 15-22 July.

The tournament, which has been running since 1948, holds a multitude of sponsorship opportunities alongside the obvious arena branding, press backdrop and website accreditation.

LeoVegas, who will target on-site activation through a fully staffed stand, has also gained full rights to utilise Swedish Open logos and trademarks for commercial purposes, while choosing to host VIP activities, player meet and greets, and an invite-only seminar led by CEO Gustaf Hagman.

“Last year’s successful sponsor partnership with the Swedish Open in Båstad was a strategic effort to profile LeoVegas Sport and our offering in tennis,” said Hagman.

“This venture whetted our appetite, and we have therefore ramped up our sponsorship from Official Partner to become one of the Swedish Open’s Principal Partners.”

This ‘ramped’ up marketing bid will be emphasised by the week-long presence of a branded LeoVegas helicopter, the subject of a campaign in which fans can win a trip into the Swedish skies.

The company’s promotional efforts throughout the week will also be boosted by its brand ambassadors including skier, blogger and car-enthusiast Jon Olsson, whose new LeoVegas branded car will be available for viewing in Båstad.

Louise Nylén, LeoVegas’ Chief Marketing Officer, commented: “Our sponsoring partnership with the Swedish Open in Båstad strengthens our position as a relevant actor in sports and especially in tennis.

“Our ambition is to be at the forefront with our data-driven marketing and to combine this with collaborations and sponsorships that have a clear coupling to our offering.

“We are therefore looking forward to the Swedish Open, which will be an extension of an exciting summer in sport that will get off to a serious start in June with the FIFA World Cup.”