Svenska Spel commits to Swedish esports

31 May 2018

Svenska Spel has signed a sponsorship deal with the Swedish ESport Association (SESF).

Under the three-year agreement, Svenska Spel will serve as main sponsor of the SESF.

The deal marks Svenska Spel’s first sponsorship deal in the professional esports sector.

State-run Svenska Spel has similar agreements in place across football, handball, ice hockey and other traditional sports.

“We see great potential in esports and in future, we would like to offer odds on esports,” Svenska Spel communications director Joakim Mörnefält said.

“The agreement with the SESF provides us with unique activation opportunities and the chance to communicate with and offer relevant offers to a new target group.

“If we are also able to contribute to increased interest in and the status of the esports national team, then that is a positive.”

Magnus Jonsson, chairperson of the SESF, added: “The fact that Svenska Spel has chosen to become the SESF’s main sponsor, as they are for many other Swedish national associations, shows that esports is being normalised as a sport like any other.

‘We are looking forward to building Sweden’s largest public sporting movement together with Svenska Spel.”

Related article: Svenska Spel posts mixed results for 2017