Unibet is a succesfull Swedish gambling company. It has made some great deals, including one with the two highest divisions in Swedish football. Unibet will pay 172 million euros to act as the main sponsor of the clubs of Allsvenkan and Superettan. So it’s a big financial injection to the Swedish football industry. What has the gambling company decided to do this?
When will the sponsor deal come into effect?
The sponsor deal will go into effect on January 1st, 2020. 172 million euros is a lot of money for Swedish football. On the other hand, a lot of money is made in the Swedish casino industry. It has been estimated that casino players lose about 22.7 billion Swedish crowns in casinos. A substantial part of the gambling takes place online, because the Swedish love to play at home.
A bigger and better role for Swedish football
Unibet does not pay so much money without a reason. It wants to have a bigger and better role for Swedish football in Europe. At the moment Sweden is on the 21st place of the UEFA list of best football competitions in the world. Just a little bit better than Azerbaijan, but worse than Cyprus, Israël and many other countries.
Low place in the UEFA ranking
The Swedish football statics don’t show a very positive result. It has been three seasons since a Swedish football club could be seen in action at the Champions League. What makes it even worse, is that Malmö FF only had three points and ended as the last club in the group pool. It managed to score a goal just once in six matches! The keeper did not stop 21 goals from the other teams…
Unibet players can help Swedish teams as well
The clubs of the Swedish divisions Allsvenskan and Superettan are obviously very happy with the financial help of Unibet. In the next few years they have to share 9,75 million euros. The gambling company also donates 2.4 million euros to the youth part of the Swedish football association. And there’s even more good news: as a Unibet player you have a voice as well. You can give 1,95 euros to a Swedish club you like. There are 32 football clubs to choose from. It’s also possible to divide the money among several clubs.
Support from the Swedish government
Unibet is not the only party that wants to improve the Swedish football industry. Recently, the Swedish government accepted a new gambling bill that makes it possible for online casinos and bookmakers to conclude contracts with Swedish athletes and sport teams.
Unibet and other football countries
Perhaps other football countries with financial limitations hope to get the interest of Unibet as well. However, the gambling company will probably only focus on Sweden. Unibet is a Swedish company, so it makes sense it supports only its own football club. Don’t expect to have a financial injection in the Dutch Premiership, for example! It is interesting to note that Unibet already tried to made an agreement with the Dutch Cycling Federation though. However, this deal failed because there was some delay in the Remote Gambling Act, in Dutch known as the ‘Wet Kansspelen op Afstand’.
Almost a deal with the Dutch Cycling Federation
It doesn’t help that the Swedish gambling tax is also lower than in the Netherlands: 18 percent against 30,5 percent. Unibet obviously wants to donate the money without high taxes. The deal with the Cycling Federation even had a special provision that it could fail when the gambling tax would be more than 25 percent. This was the case, so the Swedish said ‘nej’.
Deal of Kroon Casino and the Dutch Ice Hockey Federation
The Dutch Senate is currently looking into the Remote Gambling Law. At the some moment, some other casinos do manage to make a successful agreement with sport teams. For example, Betsson now has a deal with the Dutch Ice Hockey Federation. However, this deal will only be sealed when the Remote Gambling Act comes into place. The Dutch Senate is currently looking into it. Because of the summer, a vote about will take place in September or even afterwards. If the Senate agrees, the Dutch will have a Remote Gambling Law on January 1st, 2020. As a result, gambling companies can sponsor sport teams. So just have patience and see how it goes!