Sweden

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.

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

‘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.

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…

The value and scope of team sponsorships varied wildly among the teams that competed in the finals of the 34th America’s Cup, held in 2013.

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.

The Swedish Hockey League, the country’s top division of club ice hockey, has entered into a partnership with Nordic-facing online betting operator NordicBet.

Insurance firm Argo Group has been named an official partner of the Artemis Racing team for its campaign in the America’s Cup sailing event.

The Swedish Handball Federation has entered into a partnership with specialist handball apparel and equipment manufacturer Kempa.

Work and safety wear manufacturer Engelbert Strauss has renewed its official sponsorship of the European Handball Federation’s leading national team tournaments for their 2016 and 2018 editions.

Swedish football club Hammarby has agreed a partnership with Japanese tyre company Yokohama.

The Swedish ice hockey league has renewed its sponsorship agreement with Svenska Spel, the state-owned gambling company in the country.

Grundfos, a leading pump manufacturer, has signed up as a sponsor of the men’s and women’s Euro 2016 European Handball Federation tournaments.

Home improvement and garden products retailer Bauhaus has renewed its association with the European Handball Federation’s national team championships for their 2016 editions.

Swedish Allsvenskan football team AIK has announced a three-year partnership with online binary options trading company EZTrader.

Swedish industrial tools manufacturer Atlas Copco has reached an agreement to be an official partner of the International Ski Federation’s (FIS) Nordic World Championships in 2015.

Online gaming company Unibet has agreed a deal to become a main sponsor of the 2014 Stockholm Marathon in Sweden.

Financial services company Prioritet Finans is to become the new main sponsor of Swedish Allsvenskan top-division football club Djurgården.

Global nutrition firm Herbalife has agreed a wide-ranging deal with sports and entertainment company AEG Worldwide to become the official shirt sponsor of Swedish football club Hammarby until 2016.

The International Triathlon Union has announced a partnership with Opel and Vauxhall’s Ampera brand to make the electric car its official auto supplier for the 2013 World Triathlon Series races in Hamburg, Stockholm and London.

Xerox has furthered its commitment to women’s tennis by signing up as a principal partner for the 2013 Swedish Open tournament.