Swedish sports alliance deal for Cherry online gambling group

The Swedish online gambling group Cherry AB has entered into a partnership with the Swedish Sports Alliance (Idrottsalliansen) and media company Metro Nordic Sweden AB to launch a new lottery for the funding of Swedish sports clubs.

The not-for-profit organisation Idrottsalliansen is the principal of the new lottery Klubblo. Potential beneficiaries, in addition to Idrottsalliansen, are the special sports federations that are members of the Swedish Sports Confederation (Riksidrottförbundet) and all of Sweden’s over 20,000 sports clubs.

Metro Nordic Sweden AB and Cherry AB are to be responsible for the development, operation and marketing of the lottery through a jointly owned company.

Lars Liljegren, Idrottsalliansen’s chairman, said: “The idea behind Klubblo is simple. Funding of sports can no longer be met effectively through membership fees and traditional lotteries. Idrottsalliansen offers a new modern mean of funding, being the only nationwide lottery exclusively for sports, developed by the sports’ own organization, where the surplus will go directly to fund Swedish sport.”

Andreas Ohlson, CEO Metro Nordic Sweden AB, continues: “For Metro, as Sweden’s largest daily newspaper, it is exciting to be involved and to contribute to Swedish sports at all levels. This is a unique project, which will make it easier for Swedish sports clubs to increase its revenues.”

Emil Sunvisson, CEO Cherry, concludes: “We are very excited about the opportunity to contribute with our experience in gaming and lotteries to support Swedish sports.”

Related and similar