Svenska Spel has announced it will end its sponsorship of Swedish women’s football body Elitfotboll Dam (EFD) when the deal expires next year.
The EFD represents the 28 football clubs in the Damallsvenskan and Elitettan, the top two divisions of the Swedish women’s football league system.
Svenksa Spel has collaborated with the EFD since 2009, with the current agreement set to expire in December 2026.
Following a review of the operator’s sponsorship portfolio, Svenska Spel has opted against extending the agreement beyond next year.
The operator stated it is “continuously working to develop and evaluate all sponsorship partnerships to ensure that investment in sports has the greatest possible impact”.
Currently, Svenska Spel serves as the main sponsor for the Swedish Football Association, the Swedish Ice Hockey Association, the Swedish Ski Association, the Swedish Olympic Committee and the Swedish Esports Association.
The state-owned operator also sponsors prominent Swedish hockey leagues including the SHL, Hockeyallsvenskan and Damhockeyligan.
Nicklas Biverståhl, head of sponsorship at Svenska Spel, said: “We are very satisfied with the collaboration with Elitfotboll Dam and will invest fully during the rest of this season and the entire next season.
“However, we have been careful to announce in good time that we will not extend the agreement in order to give Elitfotboll Dam the best possible conditions to find another main sponsor.
“We have decided to engage in fewer collaborations in order to, among other things, put more effort into activating our agreements and with greater influence drive relevant issues together with our partners.”
In July, Svenska Spel reported net gaming revenue (NGR) of SEK1.8bn (£138m) for the second quarter of 2025.
During the previous month, the Swedish Administrative Court ruled to overturn an SEK100m fine handed to Svenska Spel by the Swedish Gambling Authority over duty of care failings.
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The post Svenska Spel to end 15-year association with Swedish women’s football body first appeared on EGR Intel.
State-owned operator to stop sponsoring Elitfotboll Dam when its current deal expires in December 2026 following a review of its sponsorship portfolio
The post Svenska Spel to end 15-year association with Swedish women’s football body first appeared on EGR Intel.