Svenska Spel has entered a three-year sponsorship deal with the Swedish esports Federation, which will see them become the main sponsor of the SESF, providing them with the resources for future esports development in the region.
Svenska Spel is a state-owned company which operates in the gambling market in Sweden, Svenska Spel has also announced plans to reapply to operate markets in esports betting. The market is expected to open in January 2019.
Speaking about the sponsorship, Magnus Jonsson, Chairperson of the SESF, had this to say: “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.”
Joakim Mörnefält, communications director at Svenska Spel, added: “We see great potential in esports and in future, we would like to offer odds on esports. The agreement with the SESF provides us with unique activation opportunities and chances 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, that is a positive.”
Svenska Spel is already the main sponsor for the Swedish national associations for Football, ice hockey, floorball, handball and bandy.
Andreas Samuelsson, Team Director, Fnatic CSGO, also commented on the move: “It’s great to have Svenska Spel onboard as the main sponsor of the SESF! Svenska Spel will take Swedish esports to the next level with their enormous dedication and great knowledge of Swedish sport. This collaboration is a giant step for the Swedish esports scene.”
The Swedish esports Federation has been a member of the International esports Federation since 2011 and has been Sweden’s voice within the federation ever since. The SESF also joined the IESF board back in 2015 and the players’ council in 2016. They also help arrange the annual World Championships, which will be held in Taiwan in November.
Esports Insider says: As stated in the quotes above, Svenska Spel is a sponsor of most major sports in Sweden, with esports now included, it adds weight to the sport in the mainstream, while also highlighting the work done within esports in Sweden.