Unibet announced a new partnership with SEF

14 Dec 2021

Swedish Elite Football (SEF) and Unibet present a new collaboration where more than 1,000 active professional football players and coaches will take on online training courses regarding player responsibility and safer gambling. Unibet, part of Kindred Group, is one of the main partners to SEF and the training is a  part of the sponsorship agreement for the two Swedish leagues, Allsvenskan and Superettan.

The training will take place after the current season has ended and the Integrity Officer of each club will have the responsibility to ensure that the training is carried out. All 32 male football clubs in the Allsvenskan and Superettan leagues will participate.

Philip Lagström, Country Manager Unibet Sweden said: “During our partnership with Swedish Elite Football (SEF), we have made several efforts to fight match-fixing and harmful gambling. This training is only one example of the work we do with SEF and we will continue our great efforts throughout the contract period. Unibet wants a sustainable gambling industry and our ambition is to reach zero percent revenue derived from harmful gambling by 2023.”

Anders Wikström, League Integrity Officer at Swedish Elite Football, mentioned: “For some individuals, in society as well as within the athletic environment, gambling can, unfortunately, become a problem. The online training contains a self-assessment where by answering certain questions, you get insight into your current gambling behaviour. Something that we see as a very important measure. The training also contains contact information for those who feel that they might be in a harmful situation, which provides us with reassurance.”

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No need for introduction for a brand like Unibet, a global power that has managed to take over the market with millions of active players. For 20+ years the bookmaker has been on a constant rising and it has reached many strategic regulated markets, like France, Italy and Australia among others. The Kambi sportsbook platform has always been a guaranteed solution, but that doesn’t mean that there are no negative points at the Scandi giant. I noticed that the last couple of years the odds took a slight downfall, especially in minor football leagues and N.American sports. There still are many complaints about the customer support, features like partial/auto Cashout and Quickbet should be added, while the winning limits seem ridiculous to my eyes. On the other hand, the odds on the top leagues are better than Bwin’s and equal to Bet365’s, while the wide range of sports, markets and payment methods are intriguing. I can’t ignore that Unibet is a safe and sound choice for a recreational player and it is fair to the brand, which has built a solid name throughout all these years.

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