Svenska Spel to end 16-year sponsorship of Swedish women’s elite football in 2026

• Svenska Spel will conclude its 16-year partnership with Elitfotboll Dam at the end of 2026.
• The operator seeks to focus sponsorship on fewer partnerships with deeper engagement.
• Commitment continues through 2026 to support a smooth transition for women’s football in Sweden.

Swedish state-owned gaming company Svenska Spel has announced it will end its sponsorship of Elitfotboll Dam, the governing body for women’s elite football in Sweden, when the current agreement expires at the end of 2026.

The partnership has supported development projects and visibility campaigns for women’s football across Sweden. Svenska Spel cited a strategic shift to concentrate resources on fewer, more impactful partnerships as the reason for not renewing the deal.

Background and partnership impact

The sponsorship deal, which started in 2009, has been one of the most prominent in Swedish women’s sports. It enabled funding for development and visibility initiatives that significantly contributed to the growth of the sport nationally.

Svenska Spel’s connection to Swedish football dates back even earlier, having been a major sponsor of the Swedish Football Association before cooperating with Elitfotboll Dam. The operator’s ongoing support has made it a leading backer of both men’s and women’s football in the country.

Transition support

Svenska Spel has committed to fully supporting Elitfotboll Dam for the remainder of this season and the entire next season, providing stability during the transition period. Early notice of the ending sponsorship aims to give the body ample time to seek a new main sponsor without disruption.

Additionally, Svenska Spel recently donated SEK 5 million (around $530,000) to the Swedish Football Association to aid vulnerable groups across the country, reinforcing its broader commitment to social impact within sport.

Next for Svenska Spel

The end of this partnership does not signal Svenska Spel’s exit from sports sponsorship or the gambling market. The company is reshaping its brand strategy, recently announcing a collaboration to include Peter & Sons’ slot titles on its online casino platforms to boost digital entertainment offerings.

Svenska Spel continues to engage actively in shaping gambling regulation in Sweden, promoting reforms to protect younger players and women, a stance that has sparked debate within the sector.