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Unibet to sponsor Sweden’s HockeyAllsvenskan

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/$2.6m) over the next two years and will begin on July 1. There is an option to extend the agreement by a further year.

Separatley, Unibet, which is operated by Kindred Group, said that SEK3m had been earmarked for supporting CSR-related initiatives, helping to educate clubs, players and fans about the dangers of problem gambling and match-fixing.

Unibet already has a deal in place to become the main sponsor of Swedish football’s Allsvenskan top division and second-tier Superettan from 2020.

HockeyAllsvenskan chief executive Stephan Guiance said that the new deal would allow the 14-team competition to “plan and develop with great confidence for the future”.