Svenska Spel to End Tie-Up with Sweden’s Top Women’s Soccer Organization

Svenska Spel, Sweden’s state-owned gambling company, announced that it will not be extending its sponsorship agreement with Elitfotboll Dam (Elite Football Women), Sweden’s top-flight women’s soccer organization. This decision will effectively end more than 15 years of collaboration.

Svenska Spel to End Deal with Elitfotboll Dam

In its official announcement, Svenska Spel noted that it has collaborated with Elitfotboll Dam since 2009. Its current sponsorship arrangement with the organization, which covers 28 women’s soccer clubs across Sweden’s top two divisions, is set to end in December 2026.

In its latest release, Svenska Spel said that it has reviewed its sponsorship portfolio and decided not to extend the tie-up with Elitfotboll Dam beyond 2026.

The Swedish company explained that its team continues to regularly evaluate all of its existing sponsorship collaborations to make sure that its investments have as much impact as possible. It added that the latest decision comes after a recent review of its sponsorship and brand strategies.

The agreement with Elitfotboll Dam is not the only one facing a sudden end, as Svenska Spel confirmed that it has decided to engage in fewer collaborations and focus more on existing ones.

Svenska Spel Wants to Bolster Other Partnerships

Svenska Spel’s head of sponsorships, Nicklas Biverståhl, commented on the matter, saying that his team really enjoyed the collaboration with Elitfotboll Dam. He emphasized that the gaming company will “fully invest” in the organization throughout this season and the next. Biverståhl, however, confirmed that Svenska Spel doesn’t plan to extend the arrangement beyond that.

Svenska Spel’s head of sponsorships added that the company’s decision was announced in advance to provide Elitfotboll Dam with the “best possible conditions” to find another main sponsor.

Biverståhl also commented on Svenska Spel’s decision to reduce its sponsorship agreements. He explained that, among other things, Svenska Spel will focus on enhancing some of its other partnerships and teaming up with partners to tackle a variety of relevant issues.

In other news, Svenska Spel recently proposed several regulatory changes that it argued would improve the market. The Swedish Trade Association for Online Gambling (BOS), however, asserted that the changes would have serious adverse effects.