SBC News Voice of the Sports Betting Industry
Swedish state-backed operator Svenska Spel has been named as the main sponsor of the popular Fotbollsmorgon football programme.
An online sports media platform, Fotbollsmorgon will be sponsored by Svenska Spel Sport and Casino’s Stryktipset and Oddset brands.
The programme covers a range of football topics, and is broadcast between 7.00am and 09.00am Monday to Friday, and 10am to 12pm on Saturdays.
Monica Sandström, Brand Manager Stryktipset, said: “Svenska Spel Sport & Casino and Dobb have a long history. Therefore, it feels extra fun that we have been able to come to this collaboration.
“We have followed Fotbollsmorgon during the autumn and really enjoy the program and felt early on that it was something we wanted to be a part of. Two hours of football six mornings a week, who doesn’t want to be a part of that.”
Fotbollsmorgon was first launched in 2022 starting off as a radio show broadcasted by dobb.one but is now distributed across other channels, including YouTube, Twitch, and via a podcast.
As part of Svenska Spel’s partnership with the programme, the aforementioned Oddsbet and Stryktipset brands will receive ‘the greatest visibility’, but other ‘football-related products’ in the operator’s catalogue will also be covered.
This will include the Europatipset, Måltipset, Toptipset and Fullträff products, the latter of which is a high-stakes game where players bet on the outcomes of 13 football matches to win part of an SEK 50m pot (€4,440).
The company’s sponsorship with Fotbollmorgon is the latest in a series of sporting activities by Svenska Spel, such as a partnership with Spotlight Sports Group (SSG) to create a football-themed microsite early last year.
“In a short time, Fotbollmorgon has reached a large and growing audience that both watches or just listens to the program live or afterwards,” added Anders Nettelbladt, Fotbollsmorgon Producer.
“We are now making an even bigger investment in Fotbollsmorgon in 2023 and will broadcast every week throughout this year, including the summer months.
“That’s why it feels great to have Oddset and Stryktipset as great partners on the trip. Two brands that we know our audience has a strong relationship with already.”
Svenska Spel’s expansion of its football-oriented marketing strategy comes ahead of a potential divestment of the company from state ownership.
An op-ed by Branschföreningen för Onlinespel (BOS) Secretary General Gustaf Hoffstedt stated that the privatisation of Svenska Spel should take place this year.
