Sweden

Ahead of the 2019 Fifa Women’s World Cup, adidas launched its new Sweden shirt with an initiative that saw back-of-shirt numbers replaced by images of female role models.

Swedish state betting firm Svenska Spel, the main sponsor of the Swedish national team, activated its rights around the 2019 Women’s World Cup in France by having the team’s stars call supporters at home.

‘The Match Against Bullying’ was a cause-led initiative by the Swedish FA and national stadium sponsor Swedbank, working in tandem with the Friends charity.

Finnish state-owned energy company Fortum’s sponsorship of the DreamHack Masters Stockholm 2018 introduced the brand to a new audience of 18-to-35-year-olds in Sweden and the Nordics.

The Betsson Group of sports betting and casino gaming sites has renewed its sponsorship of the Swedish Hockey League (SHL)

Norwegian cooperative building association OBOS has enhanced its association with Svensk Elitfotboll, the organising body of the top two club football divisions in Sweden, by becoming the presenting partner…

Supermarket chain Lidl has extended its association with the European Handball Federation’s men’s European Championship by agreeing to partner next year’s event. L

Swedish state-owned gambling company Svenska Spel has struck a deal to become the new main sponsor of the country’s National Olympic Committee, the SOK. The deal will be worth more than SEK100m (€9.5m/$10.7m)

German motor oil manufacturer Liqui Moly has been unveiled as one of eight official sponsors of the European Handball Federation’s men’s Euro 2020 national team tournament, upgrading its previous advertising par…

Betting operator Unibet has struck a deal to serve as the main sponsor of the HockeyAllsvenskan, the top division of ice hockey in Sweden. Unibet said that the deal is worth SEK25m (€2.3m/$2.6

Norwegian cooperative building association OBOS has agreed a partnership with Svensk Elitfotboll, the organising body of the top two divisions of Swedish club football

Japanese clothing company Uniqlo has agreed a four-year deal to become the Swedish Olympic Committee’s (SOK’s) new main sponsor and official apparel supplier for its Olympic and Paralympic teams.

Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…

Betting operator Unibet has signed up as the new main sponsor of the Swedish top-tier Allsvenskan and second-tier Superettan football leagues.

Scandinavian ski resort operator SkiStar has agreed a deal to become the presenting sponsor of the International Ski Federation’s (FIS) Alpine World Ski Championships in 2019.

Credit management services company Intrum has stepped up its backing of the Stockholm Open to become the title sponsor of the tennis event.

Betting and gaming company Betway has signed a lucrative sponsorship deal with the Ninjas in Pyjamas (NiP) esports team.