Unibet, a part of Kindred Group, has revealed that it has entered into a €100 million football sponsorship of Sweden’s top two leagues.
In terms of the deal, Unibet will become title sponsor for the two top tiers of Swedish football – the Allsvenskan and Superettan leagues.
The governing body Svensk Elitfotboll has agreed to a sponsorship period of 12 years, commencing early 2020 with Unibet replacing current sponsor Svenska Spel, a state-owned gambling group.
Unibet will endeavor to develop Swedish elite football to enable the football family to contribute to society by providing the clubs with more funds and to continue the fight against match-fixing through enhanced partnerships.
Kindred announced that the sponsorship agreement will run for six years with an option for an additional six years at a total value of up to SEK 1.8 billion – one of the biggest investments in Swedish sports ever.
The deal for Svensk Elitfotboll will be broken down as follows –
SEK 100 million for the main sponsorship split between the clubs in Allsvenskam and Superettan;
SEK 25 million to fund Swedish talent development and integrity work;
SEK 20 million allocated to the clubs based on requests from Unibet customers;
SEK 5 million earmarked for a special Swedish initiative aimed at European tournaments.
Dersim Sylwan, General Manager of Sweden for Kindred Group revealed that they are extremely proud to have made this historic agreement with Svensk Elitfotboll. He added that the agreement includes a significant long-term commitment to Swedish sports an opportunity they have been fighting for during the last 20 years.