SBC News Voice of the Sports Betting Industry
Svenska Spel has extended its long-term partnership with the Association of Women’s Elite Football in Sweden (EFD).
The new agreement will see Svenska Spel, a state-owned operator of betting and casino gaming products, continue as the main sponsor of the Swedish football body.
The operator will also, again, award a European bonus to the teams that represent the country in the UEFA Women’s Champions League.
Patrik Hofbauer, President and CEO of Svenska Spel, commented: “The new agreement enables a continued investment in the elite at the same time as we invest in the future by ensuring a professional environment in the club teams and targeted investment in talent development.
“This year we saw the result of our long-term work when OBOS Damallsvenskan delivered its third best audience average ever while we had two teams in the Champions League group stage.
“In addition, we saw a Swedish national team with stars from home or brought up in our series impress in the WC. It gives inspiration to continue our important and fun journey together.”
The original agreement with EFD was formed in 2009, and has since been further developed twice. Svenska Spel has a long-history of engaging with and supporting Swedish sports, having recently committed SEK 35m to support youth sports across the country.
Frank Hojem, Head of Communication & Sustainability Svenska Spel, stated: “I am proud that Svenska Spel continues as the exclusive main sponsor of EFD. We are football’s main sponsor and the agreement secures important funds for the leagues.”
The operator has praised its work with the EFD, and stated that it has contributed to OBOS Damallsvenskan being ‘one of the world’s best and most entertaining leagues’.
“We have a long and fantastic collaboration that we look forward to continuing,” Hojem concluded.
