Unibet new main sponsor of Allsvenskan and Superettan
Kindred Group has today signed an agreement with Svensk Elitfotboll to become the new main sponsor of Allsvenskan and Superettan, via the Unibet brand. The partnership, with a total duration of 12 years, will begin on January 1, 2020 and is worth SEK 1.8 billion. This new strategic partnership has been made possible following recent gaming license legislation passed by the Swedish Riksdag.Today, Kindred Group (previously Unibet Group) signed an agreement with the Swedish Elite Football Association, Svensk Elitfotboll, to become the main sponsor for the Allsvenskan and Superettan leagues.