Betting operator Unibet has signed up as the new main sponsor of the Swedish top-tier Allsvenskan and second-tier Superettan football leagues.
The deal will run for six years, from January 1, 2020, with an option to extend for a further six years.
If the partnership runs for the full 12 years, it will be worth a total of SEK1.8bn (€173m/$200m).
Unibet’s parent company, Kindred Group, reached the agreement with Svensk Elitfotboll, the sport’s governing body in the country.
The deal was struck after gaming licence legislation was passed by the Swedish government. Kindred said the partnership has a clear strategy to develop the Allsvenskan into a top competitive league in Europe.
“The new gaming license will finally make it possible for Swedish sports to gain market value for their partnerships, which is positive for the clubs, the associations and of course for the athletes,” Kindred Group’s Swedish general manager, Dersim Sylwan, said. “Our new agreement with Svensk Elitfotboll will for instance give the association substantially more income, compared to previous partnership deals.”