Swedish lottery operator Svenska Spel has been named as the new main sponsor of the esports league series Svenska Elitserien in Counter-Strike: Global Offensive (CS:GO).
The collaboration, set to span the next two years, includes a major investment in Swedish esports, from grassroots up to elite level. Since 2018, Svenska Spel has also been the main sponsor of the Swedish Esports Federation (SESF) and the esports team.
Svenska Elitserien was founded in 2018 by the two former world players in Counter-Strike, Tommy Ingemarsson and Fredrik Andersson. The series consists of a classic league table where local teams and players represent their cities and regions in a spring and autumn season.
Ingemarsson said: “It is an honour to work together with Svenska Spel, which has a fantastic history of supporting Swedish sport. We are very pleased that they are now taking the step and also supporting the Swedish Elitserien in CS:GO. We look forward to continuing the development of the Swedish esports scene together and putting Sweden back on the map.”
Joakim Mörnefält, Communications Director at Svenska Spel, added: “Svenska Spel is Sweden’s largest sports sponsor from grassroots to elite, and we see great potential in esports.
“The fact that we are now starting a collaboration with Svenska Elitserien in CS:GO feels absolutely right. Esports is a natural part of our sports betting offering and a growing product for an important target group.”
Svenska Spel noted that the main sponsorship agreement includes an additional focus on continuing to build a clear structure and organisation for esports practitioners. Svenska Elitserien will receive increased funds and can benefit from the operator’s knowledge of traditional sports. The collaboration also includes a joint effort to improve attitudes online.
Jimmy Sandberg, Sponsorship Project Manager at Svenska Spel, commented: “Esports is one of the fastest-growing sports in the world and the biggest interest for a whole generation of Swedes. It is therefore very fun that we as the entire Swedish gaming company can support Svenska Elitserien and enable esports for more people.
“The series is today Sweden’s largest esports league where people from different backgrounds are given the opportunity to meet, grow and develop together. We are very proud of the collaboration.”
Earlier this week, Svenska Spel released its interim report for the first quarter of 2021 (January-March), signalling increased revenue in two out of three business areas and ‘good profitability’ allied to an upturn in digital.