Swedish online gaming operator Unibet has agreed a sponsorship deal with the ASICS Stockholm Marathon, the country’s marathon championship race.

The agreement sees the operator become one of the main sponsors of the race, with the company’s branding to be featured along the marathon route, while Unibet.se will offer special betting markets on the race.

The race, which has been contested since 1979, is expecting to see its biggest year with a record number of runners applying to take part. Almost 22,000 competitors from 92 countries are set to run the race, which takes place on May 31st.

Unibet Sweden press officer Jonas Nilsson described the marathon as a strong brand which represented the values that his company fully supported.

“We would like to give something back to the sport and see this as a step to a broader involvement in the sport,” Nilsson added.

All revenue generated by the marathon is reinvested in the sport.

“We are very pleased to have established a partnership with Unibet,” Stockholm Marathon Group representative Axel Lönnqvist commented. “Unibet are really passionate about sport in all its forms, and a market leader so we are convinced that this cooperation will benefit us both.”

The sponsorship has been agreed despite Swedish gambling regulator the Lotteriinspektionen having targeted the company’s advertising in the country last year.

The Lotteriinspektionen claimed that the operator’s sponsorship of the Stockholm Open tennis tournament was in breach of Sweden’s Lottery Law, but was forced to drop an injunction against Unibet’s branding appearing at the event due to ineffective regulations.

The tournament’s organisers failed to respond to the regulator’s request to remove all Unibet branding, leaving the Lotteriinspektionen powerless to stop it.

Shares in Unibet Group plc (Co. Data) (OMX:UNIB) closed in Stockholm Tuesday down 0.9 per cent at SEK 330.00 per share, having set a new 52-week high of SEK 339.50 per share on April 4th.

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