Svenska Spel extends Swedish football partnership


The Swedish Football Association and Svenska Spel will extend the collaboration for the next seven years. The new agreement until 2028 also includes increased cooperation with joint projects in equality, inclusion and diversity, as well as against match-fixing. It is Svenska Spel’s largest union agreement ever.

The collaboration between the Swedish Football Association and Svenska Spel contributes to strengthening the entire association’s activities – everything from investments in wide football to talent development and the national team.

Svenska Spel is Sweden’s largest sports sponsor, from grassroots to elite, and through the collaboration with the Swedish Football Association, 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, says Patrik Hofbauer, President and CEO of Svenska Spel.

The new agreement includes joint projects in important societal issues – partly in equality, inclusion and diversity, partly in match-fixing. With the extension of the cooperation agreement, the financing of the Tipselit project for continued player development for girls and women’s is also ensured. Svenska Spel will also be the main sponsor of the Swedish Cup from the 2022/2023 season.

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. These are important future issues for us at SvFF, says Håkan Sjöstrand, Secretary General of the Swedish Football Association.