LeoVegas enhances backing of Swedish Open

LeoVegas has agreed to expand its support of ATP 250 Series tennis tournament the Swedish Open.

Under the deal, the terms of which were not disclosed, LeoVegas will now serve as a principal partner of the event.

The Swedish Open launched in 1948 and this year’s event, which will take place from July 15-22 in Båstad, is expected to attract approximately 40,000 fans.

“Last year’s successful sponsor partnership with the Swedish Open in Båstad was a strategic effort to profile LeoVegas Sport and our offering in tennis,” LeoVegas group chief executive Gustaf Hagman said.

“This venture whet our appetite, and we have therefore chosen to ramp up our sponsorship from official partner to become one of the Swedish Open’s principal partners.”

Louise Nylén, chief marketing officer at LeoVegas, added: “Our sponsoring partnership with the Swedish Open in Båstad strengthens our position as a relevant actor in sports and especially in tennis.

“Our ambition is to be at the forefront with our data-driven marketing and to combine this with collaborations and sponsorships that have a clear coupling to our offering.”

Related article: LeoVegas sets £600m revenue target by 2020