Unibet has announced it will continue as the main sponsor of Sweden’s top football leagues after extending its partnership with Svensk Elitfotboll (SEF) through the end of 2027.
The operator exercised an extension option previously agreed between the parties ahead of the 2026 season, ensuring that its sponsorship of the top professional football league Allsvenskan and the second-tier league Superettan will continue for another year. It will remain the exclusive betting all 32 clubs affiliated to the two leagues.
SEF Henrik Berggren Secretary General stated: “Swedish Elite Football and Unibet have had a successful cooperation over several years. We are very pleased with the extended agreement through 2027 and look forward to continued good cooperation.’’
FDJ United - Unibet's parent company - General Manager for Sweden Philip Lagström added: “The fact that we are now extending our cooperation to cover the whole of 2027 shows a successful and strong partnership between us and SEF.
“We are building further on a stable shared foundation with SEF and the 32 clubs. The work to develop Swedish elite football will continue to be the focus.’’
The sponsorship gives the company continued rights to appear on all clubs kits and stadum, as well as to use their branding in its marketing. Their collaboration also includes continuing information and educational efforts aimed at creating a safer playing experience.
In related news recently, LeoVegas announced the launch of its Expekt brand in Sweden ahead of the World Cup, with the operator’s proprietary Tiger sportsbook platform powering the offering.
In April, LeoVegas Group also launched its proprietary sportsbook platform Tiger on BetMGM in Sweden.
At the beginning of the month, Sweden’s extended gambling credit ban came into force, prohibiting operators and agents from processing any gambling transactions involving credit, including third-party credit agreements
