The results of Unibet’s annual Hemmaklubben campaign have been revealed – a process where football fans decide how to share 20 million SEK donated by the betting platform.
Through a voting system, customers of Unibet – a brand of Kindred Group– have chosen their favourite club which means, at the end of each season, 20 million SEK gets distributed according to the votes. The team with the most votes receives 10% of the total, whereas the team with the least receives 1%.
Philip Lagström, Country Manager of the company, commented: “Hemmaklubben is about improving the supporters’ experience by creating an extra tool for them to influence how much money goes to your club. The funds can be used to improve the football clubs’ operations and lead to greater success on the pitch in the long run.”
The donation falls under Unibet’s role as the head sponsor of Swedish Elite Football (SEF), whilst the numbers from this year’s campaign demonstrated how clubs moved up and down on the leaderboard, signifying the value of last-minute engagement and supporter votes for certain teams.
The top team was revealed as AIK club, which was awarded the highest total of two million SEK after gaining 17.3% of all votes, beating the runner up IFK Göteborg by 2%.
In a joint decision made by all clubs, the money from Hemmaklubben is dedicated to the club’s youth academies and talent development.
“Looking back to last year, we can already see great benefits for the clubs’ youth academies around the country. The money has been used for new artificial turf, instructors and education, travel costs and material,” added Lagström.
In third place was Djurgårdens IF with 14.2%, fourth place was Hammarby IF following with 10.3% and then fifth place came Malmo FF with around a 6% decrease to 4.22%.
Coming bottom of the list in the 2021 results is Vasalunds IS, who scored 0.08% of the votes and a share of 200.000 KR, whilst also finishing 15th in the Superettan league table.