Unibet and Swedish Elite Football enhance safer gambling arrangement

Kindred’s Unibet brand has expanded its responsibility and safer gambling collaboration with Swedish Elite Football (SEF), a representative body for Sweden’s top two football leagues.

The continuation of the partnership will see the 32 clubs and over 1,000 players – in addition to their coaches – from the top-tier Allsvenskan and second division Superettan receive online training courses in player responsibility and safer gambling.

Online training will commence after the 2021/22 season has concluded, with the Integrity Officer of each of the 32 clubs working to ensure the educational sessions are conducted. 

“During our partnership with Swedish Elite Football (SEF), we have made several efforts to fight match-fixing and harmful gambling,” said Philip Lagström, Country Manager Unibet Sweden.

“This training is only one example of the work we do with SEF and we will continue our great efforts throughout the contract period.

“For us, it is very important to share and contribute our knowledge through this sponsorship. Unibet wants a sustainable gambling industry and our ambition is to reach 0% revenue derived from harmful gambling by 2023.”

Unibet first partnered with SEF in 2018 under the terms of a partnership agreement which saw the operator secure the lead title sponsorship to the first and second divisions, replacing Swedish state-owned operator Svenska Spel, with integrity and responsibility a key element of the deal.

Nasdaq Stockholm-listed Kindred’s online betting brand had previously conducted anti-match fixing sessions with SEF in Spring of this year as part of its wider sustainability strategy which has seen it collaborate with its range of sporting partners including Derby County, Club Brugge and Paris Saint Germain.

Anders Wikström, SEF League Integrity Officer, remarked: “For some individuals, in society as well as within the athletic environment, gambling can, unfortunately, become a problem. Together with our partner Unibet, we want to take responsibility and offer an additional responsible gambling tool through this training.

“The online training contains a self-assessment where by answering certain questions, you get insight into your current gambling behaviour.

“Something that we see as a very important measure. The training also contains contact information for those who feel that they might be in a harmful situation, which provides us with reassurance.”

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