New digital lottery to fill Swedish sports sponsorship void – CEO

New digital lottery to fill Swedish sports sponsorship void – CEO

Friday, September 19, 2014 Totally Gaming

Klubblo, a new digital lottery platform in Sweden, can provide a crucial vehicle for helping domestic sports organisations to fill the void of sport sponsorship income, according to chief executive Lasse Dilschmann.

The Swedish Gaming Board yesterday (Thursday) awarded the Swedish Sports Alliance a licence to launch Klubblo, which is now available on PC and mobile platforms.

Klubblo is open to all of the alliance’s sports federations and associations, with each one having the opportunity to create custom lottery tickets and the players able to choose which sports associations will benefit as a result.

“Klubblo is a significant development as the political funding of sports is not likely to change much, or soon,” Dilschmann told

“As much as we would like the political funding of sports to increase, we have just had an election resulting in a new government in place, and there are many issues both more flammable and expensive in the state budget than the funding of sports.

“To that end, Klubblo for the first time provides means for local sports clubs to be part of their own lottery, meaning they can harness the love their supporters have for them and convert that love into cash.

“Typically the big sponsorship deals are struck on a central elite level within each sport, and predominantly within the five big sports with high media exposure. The mid- and low-level clubs, as well as niche sports, have been left with no funding at all and they are prohibited to seek monies from gaming companies regulated outside of Sweden.”

The deal to deliver bespoke lottery gaming products through Klubblo is a joint venture between media partner Metro and casino operator Cherry, with the games being provided by Yggdrasil Gaming.

Dilschmann is keen to explore other products through Klubblo in the future.

“We are looking at launching a big draw-based lottery in the future but there is no official date for that launch yet,” he added.


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