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Unibet replaces Svenska Spel in landmark Swedish football sponsorship deal

29th June 2018 9:50 am GMT

Kindred Group's Unibet brand has agreed a long-term deal to serve as title sponsor of the Allsvenskan and Superettan leagues, the top two tiers of Swedish football.

Set to commence on January 1st 2020, the 12-year agreement is valued at SEK1.8bn (€172m) and sees Unibet replace state-owned operator Svenska Spel as lead sponsor of the leagues.

The partnership was agreed with the Swedish Elite Football Association (Svensk Elitfotboll), and runs through to 2026 with an option to [...]

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