Monday 28 May 2018

Svenska Spel makes new investment in esports national team

Football, ice hockey, floorball, handball, bandy and now, esports. Svenska Spel is entering into a new three-year deal with the Swedish esports Federation (SESF). The agreement makes Svenska Spel the main sponsor of the SESF, who are now assured of the necessary resources for the future development of esports.  

Among other things, the new three-year main sponsor agreement makes it possible for Swedish esports teams to engage in more activities and to widen the scope of preparations for upcoming championships. 

“That Svenska Spel has chosen to become the SESF’s main sponsor, as they are for many other Swedish national associations, shows that esports is being normalised as a sport like any other. We are looking forward to building Sweden’s largest public sporting movement together with Svenska Spel,” says Magnus Jonsson, chairperson of the SESF and board member of the International esports Federation (IESF). 

“We see great potential in esports and in future we would like to offer odds on esports. The agreement with the SESF provides us with unique activation opportunities and chances to communicate with and offer relevant offers to a new target group. If we are also able to contribute to increasing interest in and the status of the esports national team, that is a positive,” says Joakim Mörnefält, communications director at Svenska Spel. 

Svenska Spel has previously applied to offer odds on esports and will be applying once again on the new gambling market that is expected to open in Sweden on 1 January 2019. Svenska Spel is already the main sponsor of the Swedish national associations for football, ice hockey, floorball, handball and bandy, and now esports will also become a partner.  

“It’s great to have Svenska Spel onboard as main sponsor of the SESF! Svenska Spel will take Swedish esports to the next level with their enormous dedication and great knowledge of Swedish sport. This collaboration is a giant step for the Swedish esports scene,” says Andreas Samuelsson, Team Director Fnatic CSGO. 

“It’s so cool that Svenska Spel, who are otherwise associated with their project Gräsroten and other sport, have now chosen to make themselves seen in an esports context,” says Kim Larsson, esports commentator and former professional player. 

Since 2011, the SESF has been a member of the International esports Federation, IESF. SESF is thereby Sweden’s voice within the IESF and arranges the annual qualifying tournament for the World Championships. This year, the World Championships are being held in Taiwan in November. Since 2015, the SESF has also been represented on the board of the IESF and since 2016 on the IESF’s players’ council. 

For further information, please contact: Magnus Jonsson, chairperson, Swedish esports Federation (SESF), +46 (0)704  333 120, Lotta Örtnäs, temp. PR for Svenska Spel, +46 (0)10 120 78 27, ​ 

 Svenska Spel is Sweden’s leading gaming company, offering a wide range of games of chance, sporting games and casino games, with well-known brands such as Triss, Lotto and Stryktipset. Based on a mandate from the Swedish government and the company’s core values, the vision is that gaming shall be for everyone’s enjoyment. This is achieved by offering good, responsible gaming experiences. Svenska Spel is also the country’s biggest sponsor of Swedish sport, at both elite level and grass-roots level. The Group also includes Casino Cosmopol, with Sweden’s four international casinos. The company has around 2,100 employees and its head office is in Visby. For more information, go to  

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