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16 september, 2021

Official partners


Main Partner and Presenting Partner:

From 1 January 2020 and for twelve years onwards, Unibet will be the main sponsor of the Swedish Professional Football Leagues, including Allsvenskan, Superettan and the 32 clubs. This is a collaboration and a commitment that will be both long-term, ambitious, sustainable and developing. As the main sponsor, Unibet will contribute to a positive football development and experience at both club and league level. This will be ensured both through increased resources, but also through various investments.

Unibet and the Swedish Professional Football Leagues have together launched Unicoach, a long-term and joint venture to develop the future of Swedish football together with the youth academies of the 32 member clubs. Through increased resources, education, and leadership, we will jointly create the conditions for a continued positive development for the future of Swedish football.

For Unibet, it has always been important that a long-term sustainable business model is based on responsibility, compliance and trust. This goes also for the collaboration with the Swedish Professional Football Leagues. Unibet and the Swedish Professional Football Leagues will work together for increased player integrity, betting responsibility and to prevent match-fixing.

Unibet has also launched “the Home Club”. With an investment of a total of SEK 30 million, supporters have a unique opportunity to contribute to an increased distribution of revenue to their favourite team, by choosing their home club.

Through dedicated investments together with the Swedish Professional Football Leagues, Unibet will enable various prioritised development projects for the football family in Sweden and the 32 member clubs. From the digital experience in the Live Channel to increased resources for the joint CSR work both for the league and its clubs. 

Unibet strives to be an active partner that contributes to the entire football experience. From leagues, clubs and players to supporters and the society at large.

As of 1 April 2021, Unibet is also a Presenting Partner for Allsvenskan.


Presenting Partner:


OBOS is the largest housing developer in the Nordic region. For several years, OBOS has had a large operation in Sweden, selling 1280 new homes in Sweden in 2018. In Sweden OBOS is operating through the brands Myresjöhus, SmålandsVillan, OBOS Kärnhem and OBOS. OBOS entered as a partner to the Swedish Professional Football Leaguesin 2019 at a league level for Superettan. Since then, the collaboration has developed and both parties see an advantage in gradually getting to know each other in order to understand how the collaboration will be able to make a difference with an optimal outcome for everyone involved.


Media Partner:


Discovery Networks Sweden is owned by Discovery Inc (Nasdaq: DISCA, DISCB, DISCK) which is a world leader in reality-based television entertainment, reaching over 3 billion viewers in more than 220 countries and territories, in 50 different languages.

Discovery Networks Sweden includes the TV channels Kanal 5, Kanal 9, Kanal 11, Discovery Channel, Eurosport 1, Eurosport 2, TLC, Animal Planet, Discovery Science, Investigation Discovery and Animal Planet HD. Discovery Networks Sweden has a weekly reach of just over 4.2 million viewers linearly and with 1.7 million streams started per week. The OTT media service discovery+ is one of the fastest growing online platforms in Sweden. Eurosport is the overall brand for sports content in the Discovery Networks Sweden portfolio together with the online platform Eurosport Player. Eurosport has, among other things, the exclusive rights for the Olympics for the cycle 2018-2024 and Allsvenskan for the cycle 2020-2025 in Sweden.


Official suppliers


New Wave Profile is a licensor with approx. 70 franchises in Sweden and another 90 in the other Nordic countries, consisting of independent professional companies in profile media. Company Line provides the best possible service with an utmost sense of professionalism and a wide range of services. Company Line creates profiling for people to feel comfortable in their professional roles. Since 2019, Company Line has been the official supplier to both leagues Allsvenskan and Superettan.


Since 2017, the matches of Allsvenskan and Superettan have been played season with an official league ball, custom-made by the Danish brand SELECT. SELECT has previously provided official league balls to five other European leagues, including the Danish Superliga since 2015, the Belgian Jupiler Pro League since 2010 and to the Dutch Eredivise, under the name Derbystar, since 2006.

With a long and eventful history, SELECT is considered to be one of the world’s leading manufacturers of hand-sewn footballs. The innovative Danish company produces approximately three million footballs per year and is represented in many parts of the world, exporting to more than 50 countries.


In 2015, Volkswagen delivered 5,823,000 cars to customers in more than 150 countries. A total of 52,000 cars from Volkswagen were registered in the Swedish market in 2015, which means a market share of 15 percent. Volkswagen’s models cover most segments of the car market. Volkswagen is a leading import brand in Sweden and markets the car models up !, Polo, Golf, Golf Sportscombi, Golf Sportsvan, Beetle, Beetle Cabriolet, Tiguan, Touran, Passat, Passat Sportscombi, Scirocco, Sharan, Caddy Life, Multivan and Touareg.

The ambition of the Swedish Professional Football Leagues and Volkswagen is a long-term collaboration, where the league level strengthens Volkswagen’s current commitment at club level and gives both the leagues and the clubs a strong established partner, actively involved in the development of the leagues.

Volkswagen will be visible in connection with all matches in both Allsvenskan and Superettan as of the 2016 season.


Nordic Choice Hotels, which is one of largest hotel companies in the Nordic region with over 200 hotels in the Nordic and Baltic countries. The Nordic Choice Hotels group is marketed under the brands Comfort, Clarion, Clarion Collection and Quality Hotel as well as the hotel portfolio Nordic Hotels & Resorts with independent hotels.

The agreement between Nordic Choice Hotels and Swedish Professional Football Leagues means that Nordic Choice Hotels will be the Official Supplier, with exclusive service to Allsvenskan and Superettan at league level within the sponsor category hotel and conferences.

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