Swedish government-owned gaming enterprise, Svenska Spel, has selected a new agency to lead their external promotional efforts.
Following an open call for proposals and a rigorous evaluation of all submissions, Svenska Spel awarded the advertising account to Homage. Anna Ekström, the firm’s Marketing Manager, made this announcement, noting that Homage emerged as the agency best suited for the task.
Homage will be responsible for managing advertising initiatives for both Svenska Spel and its lottery division, Svenska Spel Tur. This includes developing, translating, and implementing marketing strategies across both digital platforms and physical media.
Currently recognized as Sweden’s largest sports sponsor, Svenska Spel is committed to promoting inclusive sports accessibility. This year, the company has allocated SEK 300 million (£21.8 million) towards both men’s and women’s sports, solidifying its dedication to this cause.
Jonas Linder, a Partner at Homage, expressed enthusiasm about the partnership, stating: “We are thrilled to begin our collaboration with Svenska Spel. Their extensive support for sports—from grassroots efforts to elite levels—aligns perfectly with our own enthusiasm for sports development.”
Linder added, “When both parties share the same enthusiasm, outcomes are not just better; the collaborative process itself is more enjoyable. We are eagerly anticipating working together to create exciting and impactful initiatives.”
The partnership with Homage has commenced and is set to last for two years, with an option for extension specified in the agreement.
Ekström commented: “Svenska Spel is a strong and respected brand, but by enhancing our communication efforts, we can elevate and refine our storytelling. Given our diverse audience, it’s vital that Svenska Spel Tur partners with someone who grasps the importance of experiential marketing in today’s landscape.
“With Homage’s creativity and experience in handling events of all sizes, we believe they will be an invaluable partner to us.”
