The partnership between the Association of Women’s Elite Football in Sweden (EFD) and Svenska Spel has been extended.

Svenska Spel, a state-owned betting and gaming operator, will continue to sponsor the EFD, and will also award a European bonus to Swedish teams competing in the UEFA Women’s Champions League.

Patrik Hofbauer, President and CEO of Svenska Spel, said: “The new agreement enables a continued investment in the elite at the same time as we invest in the future by ensuring a professional environment in the club teams and targeted investment in talent development. 

“This year we saw the result of our long-term work when OBOS Damallsvenskan delivered its third best audience average ever while we had two teams in the Champions League group stage. 

“In addition, we saw a Swedish national team with stars from home or brought up in our series impress in the WC. It gives inspiration to continue our important and fun journey together.”

Svenska Spel has praised its work with the EFD, and stated that it has contributed to OBOS Damallsvenskan being ‘one of the world’s best and most entertaining leagues’. 

The original agreement with EFD was formed in 2009, and has since been further developed twice. Svenska Spel has a long-history of engaging with and supporting Swedish sports, having recently committed SEK 35m to support youth sports across the country.

Football has been a particular area of focus for the company, which is the principal partner of all Swedish national football teams under a partnership with Svensk Fotboll (SVFF), Sweden’s Football Association.

Frank Hojem, Head of Communication & Sustainability Svenska Spel, remarked: “I am proud that Svenska Spel continues as the exclusive main sponsor of EFD. We are football’s main sponsor and the agreement secures important funds for the leagues. We have a long and fantastic collaboration that we look forward to continuing.”

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