SBC News Voice of the Sports Betting Industry
Swedish state-owned operator Svenska Spel has appointed a new advertising agency to handle their external marketing.
After putting out a tender for the rights and going through all “high quality” applications, the operator chose Homage as the most suitable agency to be awarded the agreement, announced Anna Ekström, Svenska Spel’s Marketing Manager.
The agency will look after the advertising campaigns of both Svenska Spel and its lottery brand, Svenska Spel Tur, including the creation, translation, and development of marketing concepts across both digital and physical spaces.
Currently, Svenska Spel stands as the largest sports sponsor in Sweden, with a commitment to make sports accessible to people from all walks of life. This year, the operator made a total of SEK 300m (£21.8m) contributions to both men’s and women’s sports.
Jonas Linder, Partner at Homage, commented: “We are of course very happy to start a collaboration with Svenska Spel. Their strong commitment to…sport, from grassroots level to elite, reflects our own passion for training and sport in a fantastic way.
“When both parties share the same drive, not only are the results better, but the journey there is also more fun. Therefore, we look forward to creating inspiring and meaningful activations together in the future.”
The collaboration with Homage is already in full swing and will be valid for two years – with an additional extension clause incorporated into the partnership contract.
Ekström added: “Svenska Spel’s group and employer brand is strong, but through improved experience communication we can become better and clearer in our storytelling.
“With a broad target group, it is important that Svenska Spel Tur has a partner who understands the role of experiential communication in the market mix.
“With Homage’s creative height and experience from both large and small events, we believe they will become a valuable partner for us.”
