Kindred Group Plc’s flagship sports betting brand Unibet has stated its ongoing commitment to ‘investing in Swedish sports’, confirming that it has become ‘main sponsor’ of the HockeyAllsvenskan league.
HockeyAllsvenskan represents the second highest level of Swedish professional ice hockey, maintaining a 14-club league with an audience of ‘over one million people’.
Mirroring Unibet’s ‘record-breaking’ sponsorship of Swedish football’s Elitfotboll leagues (deal announced June 2018), Unibet replaces state-owned Svenska Spel as lead HockeyAllsvenskan sponsor.
Swedish media reports that Unibet has secured a two-year title sponsorship agreement worth SEK 25 million (€2.5 million), significantly outmatching Svenska Spel’s previous SEK 8 million-per-year arrangement with HockeyAllsvenskan.
Furthermore, Unibet has guaranteed HockeyAllsvenskan a further SEK 3 million per season, which will be allocated to league CSR projects and corporate initiatives.
“HockeyAllsvenskan is the Swedish people’s league – and this is something we recognize very much with. We know the genuine commitment and struggle that lies behind the league’s success. Now we want to contribute to raising the economic and sporting conditions for Hockeyallsvenskan.”
“Unibet has for 20 years been striving to have the opportunity to contribute to the development of Swedish sports. We are proud and happy to be Hockeyallsvenskan’s main sponsor, ”detailed Dersim Sylwan, General Manager Sweden for Kindred Group to Swedish media.
In its partnership statement, Kindred underlines that Hockeyallsvenskan continues its guiding mandate of supporting Swedish sports through responsible marketing, seeking to develop partnerships which benefit all levels and Swedish sports and its civic stakeholders.
Gabriel Niklasson, commercial lead at HockeyAllsvenskan – “We look forward to working with Unibet to develop a sustainable, open and inclusive hockey experience that creates more emotions for our fans. Above all, for all our supporters and our audience who are the most important to us. The collaboration makes us all stronger and will, in the short and long term, make Hockey Allsvenskan and the clubs better”.