Swedish state-owned operator Svenska Spel has hired a new advertising firm to manage its external marketing. After issuing a tender for the rights and reviewing all “high quality” proposals, the operator selected Homage as the most appropriate agency to be given the arrangement, according to Anna Ekström, Svenska Spel’s Marketing Manager.
The agency will handle the advertising campaigns for Svenska Spel and its lottery brand, Svenska Spel Tur, as well as the conception, translation, and development of marketing concepts in both digital and physical places.
Currently, Svenska Spel is Sweden’s largest sports sponsor, with a dedication to making sports accessible to people from all backgrounds. This year, the operator contributed a total of SEK 300 million (£21.8 million) to men’s and women’s sports.
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Jonas Linder, Partner at Homage, stated, “We are delighted to begin a collaboration with Svenska Spel.” Their dedication to sports, from grassroots to elite, aligns with our own enthusiasm for training and competing.
“When both sides have the same motivation, not only do the results improve, but the journey itself is more enjoyable. As a result, we eagerly anticipate future collaborations to create inspiring and meaningful activations.”
The relationship with Homage is now in full swing and will last two years, with an extension clause included in the partnership deal.
Ekström went on to say, “Svenska Spel’s group and employer brand is strong, but with greater experience communication, we can strengthen and clarify our storytelling.“
“With such a broad target audience, it is critical that Svenska Spel Tur has a partner who understands the importance of experiential communication in the market mix.“
“With Homage’s creative height and experience from both large and small events, we believe they will become a valuable partner for us.”
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