Swedish Elite Football (SEF), the representative for the top two divisions of Sweden’s football system, will initiate a series of training sessions in collaboration with Unibet.

Having first partnered with the Kindred Group-owned brand in 2018, SEF will now work with Unibet to provide training sessions in player responsibility and safer gambling to the 32 clubs and over 1,000 players and their coaches from the top-tier Allsvenskan and second division Superettan.

The online training will begin following the conclusion of the 2021/22 season, with the Integrity Officer of each of the 32 clubs working to ensure the educational sessions are conducted. 

“For some individuals, in society as well as within the athletic environment, gambling can, unfortunately, become a problem,” said Anders Wikström, SEF League Integrity Officer

“Together with our partner Unibet, we want to take responsibility and offer an additional responsible gambling tool through this training. The online training contains a self-assessment where by answering certain questions, you get insight into your current gambling behaviour. 

“Something that we see as a very important measure. The training also contains contact information for those who feel that they might be in a harmful situation, which provides us with reassurance.”

SEF’s long-term partnership with Unibet has included an integrity caveat as a key element since its 2018 inception, when the Nasdaq Stockholm-listed Kindred brand replaced Swedish state-owned operator Svenska Spel as lead sponsor of the top-two divisions.

Unibet conducted anti-match fixing sessions with SEF in Spring of this year as part of its Kindred’s wider sustainability strategy which has seen it collaborate with its range of sporting partners including Derby County, Club Brugge and Paris Saint Germain.

Philip Lagström, Country Manager Unibet Sweden, added: “During our partnership with Swedish Elite Football (SEF), we have made several efforts to fight match-fixing and harmful gambling. This training is only one example of the work we do with SEF and we will continue our great efforts throughout the contract period.

“For us, it is very important to share and contribute our knowledge through this sponsorship. Unibet wants a sustainable gambling industry and our ambition is to reach 0% revenue derived from harmful gambling by 2023.”

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