Swedish Football Scores SEK 1.8bn Sponsorship Deal With Kindred

Kindred Group has agreed a six-year sponsorship deal with the top two tiers of Swedish football, worth up to SEK 1.8 billion (£153.07 million/€173.08 million).

The agreement, which gets underway in 2020, aims to develop the Allsvenskan and Superettan leagues and provide clubs with more funds.

Kindred will be the main sponsor of the competitions via their Unibet brand. An option is available to extend the deal by a further six years.

The strategic partnership’s been made possible following recent gaming license legislation passed by the Swedish Riksdag.

Dersim Sylwan, General Manager of Kindred Group (Sweden), commented: “The agreement includes a significant long-term commitment to Swedish sports, an opportunity we have been fighting for during the last 20 years. We are very pleased to announce the partnership and we look forward to contributing to the development of Swedish football.”