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Swedish betting group Svenska Spel announced this week that they've signed a sponsorship deal with the Swedish eSport Association and will serve as the main sponsor as a result.
The agreement will see Svenska Spel serving as the main sponsor of the SESF for the next three years, and will grant the group exclusive marketing rights at events as well as the ability to create exclusive offers related to the sector. This is the first ever eSports sponsorship for Svenska Spel, but the company has sponsorships in other sports such as handball, ice hockey, and football.
Commenting on the agreement Svenska Spel Communications Director Joakim Mörnefält said, "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 the chance to communicate with and offer relevant offers to a new target group.
"If we are also able to contribute to increased interest in and the status of the esports national team, then that is a positive."
SESF Chairman Magnus Jonsson added: "The fact 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."