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Swedish Football Association adds Swedish Cup focus to Svenska Spel deal

(Photo by Linnea Rheborg/Getty Images)

The Swedish Football Association is aiming to develop its Swedish Cup competition through an extension to its association with main sponsor Svenska Spel, the Swedish gambling company.

The two organisations work will now extend to raising the status of both the men’s and women’s versions of Sweden’s premier domestic cup competition, in a deal which extends to the end of the 2020-21 season.

The brand is the long-term main sponsor of the Swedish FA. It also recently increased its backing of cross-country skiing by becoming an official sponsor of the new Ski Tour 2020.

This built on its presenting sponsor deal with the Swedish Ski Association, which was signed in July 2019.

Patrik Hofbauer, president and chief executive of Svenska Spel, said of the development to the Swedish FA deal: ”For us, it is also important to be able to participate and contribute to the development of football players at all levels and of both genders. That is why the Swedish Cup, which is so important for both men’s and women’s teams, feels like the right priority.”

The 2020 Swedish cup began on Feburary 15, with a game between Malmö and Syrianska.