Key Moments:
- Svenska Spel will conclude its sixteen-year partnership with Elitfotboll Dam when the current agreement expires at the end of 2026.
- The company has provided funding for development projects and campaigns that have advanced women’s football in Sweden since 2009.
- Svenska Spel recently donated SEK 5 million (approximately $530,000) to the Swedish Football Association to support vulnerable groups.
End of a Significant Relationship
Svenska Spel, the state-owned Swedish gaming company, has revealed that its sponsorship of Elitfotboll Dam will conclude when their agreement comes to a close at the end of 2026. Since 2009, this alliance has been a fixture in Swedish women’s sports, contributing to key initiatives and boosting the visibility of the women’s game throughout the country.
Having reviewed its sponsorship priorities, Svenska Spel decided not to renew its deal with Elitfotboll Dam, citing a desire to concentrate on fewer, more impactful partnerships that encourage deeper collaboration.
Legacy of Support in Swedish Football
Svenska Spel’s ties to Swedish football extend beyond this current sponsorship. Prior to working with Elitfotboll Dam, the company was a prominent supporter of the Swedish Football Association and has remained visible on both the men’s and women’s side of the sport.
Despite the partnership winding down, Svenska Spel has assured that its support will remain in place for two more seasons, providing Elitfotboll Dam with stability as it seeks a new main sponsor. The early announcement is intended to give ample time for transition without disruption.
| Year of Partnership Start | Partnership End | Recent Donation |
|---|---|---|
| 2009 | End of 2026 | SEK 5 million (~$530,000) |
Refocusing on Strategic Opportunities
The conclusion of the partnership with Elitfotboll Dam is part of Svenska Spel’s efforts to redefine its brand direction within the sports and entertainment sectors. The company recently announced an agreement to include Peter & Sons’ slot games on its online casino platforms, signaling its commitment to enhancing its digital offering.
Svenska Spel continues to participate in industry discussions regarding gambling regulation in Sweden, advocating for reforms aimed at protecting young people and women. This stance has led to debate among other industry organizations.
Looking to the Future
Although the collaboration with Elitfotboll Dam is nearing its end, Svenska Spel’s role in Swedish sports remains significant. Over the next two years, the partnership’s achievements will be celebrated as both parties pursue new opportunities moving forward.
- Author
Daniel Williams
