Online gambling operator LeoVegas AB has announced the signing of a deal that has seen it agree to expand its relationship with the Swedish Open by serving as a ‘principal partner’ for this summer’s edition of the celebrated tennis tournament.

Stockholm-based LeoVegas AB is responsible for numerous online gambling domains including,,,, and and revealed that the next edition of the Swedish Open is due to be held from July 15 to 22 in the small Swedish seaside community of Båstad.

Gustaf Hagman, Chief Executive Officer for LeoVegas AB, stated that his firm established a ‘successful sponsor partnership’ for last year’s edition of the Swedish Open in hopes of increasing its corporate profile while further publicizing its offerings involving the sport of tennis.

“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,” read a Friday statement (pdf) from Hagman.

LeoVegas AB explained that the Swedish Open is one of the world’s oldest ATP 250 Series events after first being played in 1948 before declaring that its next edition is expected to attract upwards of 40,000 spectators from across the globe.

Louise Nylen, Chief Marketing Officer for LeoVegas AB, proclaimed that the new sponsorship move is expected to strengthen her firm’s ‘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,” read a statement from Nylen. “We are therefore looking forward to the Swedish Open, which will be an extension of an exciting summer in sport that will get off to a serious start in June with the 2018 FIFA World Cup.”