Betting operator Unibet, run by Kindred Group, signed a deal valued at €173 million, with two leading Swedish football leagues for a period of six years.
The deal will run for six years, from January 1, 2020, with an option to extend for a further six years. Unibet will act as the main sponsor of the highest Swedish football league Allsvenskan and the second division of Superettan.
Each year, Unibet and Kindred will commit SEK150m to Svensk Elitfotboll, the organisation that represents the 32 clubs across the two leagues. Svensk Elitfotboll will distribute SEK100m of this to the teams, with SEK25m to be used for talent development and integrity work. In addition, SEK20m will be allocated to clubs on wishes from Unibet customers, with the remaining SEK5m referring to a special initiative towards European tournaments.Follow us on