Sweden: Unibet (sports betting) main sponsor of the 1^st and 2^nd divisions for €14.3m per season

Unibet, the Maltese brand of the sports betting and online gambling operator Kindred Group, will become the main sponsor of the Allsvenskan and Superettan, the first and second Swedish professional football divisions, on 28/06/2018.

The contract, concluded with SEF (Svensk Elitfotboll, the Swedish professional football league), will take effect on 01/01/2020, for an initial period of six years, with an additional six years optional.

Each six-year period is valued at SEK 900m (€85.5m as of 23/08/2018), or SEK 150m (€14.3m) per season. The agreement will include a fixed amount of SEK 130m (€12.4m) per year and a variable component of up to SEK 20m (€1.9m).

Unibet succeeds Svenska Spel, a Swedish national lottery and sports betting operator, a partner of Swedish professional football since 1934. During the 2014-2020 cycle, Svenska Spel paid Svensk Elitfotboll the sum of SEK 92m (€8.7m) per year. The Swedish League will receive between 41.3-63% more from Unibet than with Svenska Spel.

"Kindred Group, a new serious partner who, with us, can take responsibility for a healthy…