Unibet signs US$200 million title sponsorship with Swedish soccer

12-year deal covers naming rights to Allsvenskan and Superettan.

Unibet signs US$200 million title sponsorship with Swedish soccer

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Kindred Group, the online gambling operator, has announced its biggest ever sports sponsorship, with Malta-based Unibet to replace Swedish gambling company Svenska Spel as the new title sponsor of the top two tiers of Swedish soccer.

Unibet has agreed a long-term deal – beginning on 1st January 2020 – to partner with the Allsvenskan and Superettan soccer leagues.

The 12-year agreement has been valued at SEK1.8 billion (US$200 million). The contract has been agreed with the Swedish Elite Football Association (SEF), which represents the 32 clubs in the country’s top two divisions. The initial deal runs until 2026, with the option to extend it for a further six years until 2032.

The terms of the sponsorship mean that SEK150 million (US$16.7 million) will be given to the SEF on an annual basis, with SEK100 million (US$11.1 million) to be distributed among the clubs in the two leagues.

Dersim Sylwan, Kindred Group general manager for Sweden, said: “We are very proud to have made this historic agreement with SEF. The deal includes a significant long-term commitment to Swedish sports, an opportunity we have been fighting for during the last 20 years. We are very pleased to announce the partnership and we look forward to contributing to the development of Swedish football.”

Mats Enquist, secretary general of SEF, added: “We have only good things to say about co-operation over the years together with Svenska Spel and we are very grateful for all that Svenska Spel has done for elite football. We are also looking forward to completing the current contract period in the best way together.

“When Svenska Spel chose not to renew the agreement on acceptable terms, we had to look around at the market. We are excited that we could find this solution with Unibet and we are looking forward to the joint cooperation.”