Svensk Fotboll (SVFF), Sweden’s Football Association, has extended its partnership with Svenska Spel as the principal sponsor of Swedish national football teams.
For another seven years, the collaboration will see Sweden’s state-owned gambling and national lottery operator support SVFF civic projects promoting diversity, equality and inclusion of Swedish football.
SVFF Secretary-General, Håkan Sjöstrand, commented: “We are very proud of our long-term collaboration with Svenska Spel, which gives us a solid foundation to stand on when we continue to strengthen and develop Swedish football.
“The long-term perspective in Svenska Spel’s commitment to Swedish football has and will mean a great deal and it feels good that together we will continue our investments in areas such as equality, diversity and counteracting match-fixing.”
Furthermore, the extension will see SVFF and Svenska Spel launch joint-directives focusing on expanding the DEI programme for Swedish football as well as supporting the organisation against match fixing threats.
Svenska Spel has further guaranteed the funding of the Tipselit programme, for the continued development of Swedish female football players
“For the past thirty years Svenska Spel has served as the biggest sponsor of Swedish football from grassroots to elite levels,” added Patrik Hofbauer, President and CEO of Svenska Spel.
“We continue to contribute to the development of Swedish football. At the same time, we secure long-term values for Svenska Spel’s brand and business. It is a large and important investment for us.”
Last year, it was revealed that the firm opted to stand by its sponsorship of the country’s national football team at next summer’s FIFA World Cup in Qatar.
The gambling company’s Sustainability Manager, Kajsa Nylander, and Sponsorship Manager, Nicklas Biverstahl, issued a statement on behalf of Svenska Spel recognising that the choice of host nation for the 2022 edition of the tournament ‘lacks respect for human rights’.
However, the pair said that the operator will do what it can ‘to contribute to the long-term social improvement’ of the competition, with Svenska Spel justifying its agreement with the Blue and Yellow.