Unibet will remain the main sponsor of Allsvenskan and Superettan for the full 2027 season. The operator has used its extension option agreed with Svensk Elitfotboll ahead of 2026. The Unibet SEF partnership has been in place since 2020.

• Unibet has exercised an extension option in its agreement with Svensk Elitfotboll (SEF), securing its position as main sponsor of Allsvenskan and Superettan through the end of 2027. The operator has held the role since 2020. The renewal also keeps Unibet as the exclusive betting partner of SEF, the leagues and their 32 clubs.
• The agreement maintains Unibet’s status as Presenting Partner of Allsvenskan. It also allows the operator to continue using league and club branding in marketing activities. In addition, Unibet will retain visibility on club shirts and across stadiums.
• Henrik Berggren, secretary general of Svensk Elitfotboll, welcomed the extension. He said: “Svensk Elitfotboll and Unibet have had a successful cooperation for several years.” Berggren added that SEF looks forward to continuing the partnership through 2027.
• Philip Lagström, General Manager at Unibet owner FDJ UNITED, said the extension reflects the long-term cooperation between the parties. He noted that the focus will remain on supporting the development of Swedish elite football together with SEF and the clubs. The partnership will also continue to include safer gambling information and education initiatives.

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