SBC News Voice of the Sports Betting Industry
Kindred Group’s flagship Unibet sportsbook brand has announced the launch of its ‘30/30 Fund’ aiming to improve all-around Swedish amateur sports development structures and athlete facilities.
The 30/30 Fund is launched with Unibet announcing NHL New York Rangers goalkeeper Henrik Lundqvist as new ‘Brand Ambassador’ promoting Unibet sports, public and health initiatives.
Seeking to raise public awareness of the 30/30 Fund, Unibet SE has launched a nationwide multi-media advertising campaign, fronted by Henrik Lundqvist.
The fund’s mandate sees Unibet and NHL star Lundqvist commit to rewarding 30 selected Swedish amateur sports clubs/organisations with SEK 30,000 (€3000) each, over an initial period of three years.
“This is very important for me, as I was blessed to have participated in multiple sports before taking up Ice Hockey. Unibet, has a strong local foundation, and they want to make sports a part of every Swedes life, something that I fully support” Lundqvist states with regards to backing Unibet SE initiative.
Operating within Sweden’s re-regulated online gambling marketplace, Kindred brands have emphasised social responsibility as their lead message.
In 2019, Flagship brand Unibet prepares to takeover the sponsorship of Sweden’s Allsvenskan and Superettan leagues, allocating SEK 50 million (€47 million) in funding for youth development and amateur/public training programmes.
“The 30/30 fund and the main sponsorship of Allsvenskan and Superettan show the level of ambition for our investments ahead. Henrik is one of the world’s leading goalkeepers of all time, and that we can do this together is of course extremely gratifying, ”details Per Carlander, Sweden’s Head of Unibet.
