Stockholm-listed iGaming operator LeoVegas has expanded its sponsorship of the Swedish Open, the ATP World Tour 250 series tennis tournament which takes place in July.

Having previous served as an official partner of the event, LeoVegas Sport will this year become a principal partner for the Båstad-based tournament held between July 15th to 22nd, alongside the likes of Emirates, Mercedes-Benz and SEB.

"Last year's successful sponsor partnership with the Swedish Open in Båstad was a strategic effort to profile LeoVegas Sport and our offering in tennis,” said LeoVegas chief executive Gustaf Hagman. “This venture whet our appetite, and we have therefore chosen to ramp up our sponsorship from official partner to become one of the Swedish Open's principal partners.”

LeoVegas noted that betting on tennis, in particular live betting via mobile, was one of the fastest growing gaming categories across most of its markets.

"Our sponsoring partnership with the Swedish Open in Båstad strengthens our position as a relevant actor in sports and especially in tennis,” said LeoVegas chief marketing officer Louise Nylén. “Our ambition is to be at the forefront with our data-driven marketing and to combine this with collaborations and sponsorships that have a clear coupling to our offering.

“We are therefore looking forward to the Swedish Open, which will be an extension of an exciting summer in sport that will get off to a serious start in June with the FIFA World Cup."

Shares in LeoVegas AB (STO:LEO) were trading down 1.41 per cent at SEK87.70 per share in Stockholm early Tuesday.