In May 2023, Swedish Professional Football Leagues, Unibet, and Spelfriheten launched a joint initiative aimed at addressing gambling-related issues among players and staff, both proactively and reactively for those in need of support. Two years later, all 32 clubs in Allsvenskan and Superettan have been visited.

“It feels very rewarding to have reached this milestone, but we’re not stopping here—this is ongoing work. These issues are important not just for us but for society as a whole. Together with Unibet, we have a shared zero-tolerance vision towards unhealthy gambling. This initiative has increased awareness, ensuring players and staff know where and how to seek help and that support is actually being used,” said Anders Wikström, Head of Integrity at Swedish Professional Football Leagues.

Umeå FC was the last club to receive the training in late June. This means that every squad in Allsvenskan and Superettan from the 2023, 2024, and 2025 seasons has been visited, with over 600 players and staff trained in responsible gambling since the program began. The sessions were well received by the clubs and have had tangible results. Several players and staff have actively sought help or asked for advice for themselves or someone close to them via the dedicated support line set up specifically for this project. Many others have followed up with questions about gambling responsibility. Surveys measuring participants’ knowledge before and after the sessions show clear improvements.

“We are very proud of this collaborative effort, which is clearly having an impact. The partnership between Swedish Professional Football Leagues, Spelfriheten, and Unibet combines different experiences and knowledge into a powerful concept. Throughout our sponsorship, we’ve invested heavily in preventing gambling problems, and this is another major step with real impact. It’s primarily preventative, but also ensures that players and staff have access to expert help when needed,” said Anders Falk, Country Manager for Unibet Sweden.

Gambling addiction is now classified as a public health issue. A study commissioned by Swedish Professional Football Leagues from STAD/Karolinska Institutet found that elite athletes are at higher risk of developing unhealthy gambling behaviors. The researchers recommended measures including education, clearer policies, and independent contact points. In response, Swedish Professional Football Leagues and Unibet developed a training program aligned with these recommendations, delivered in collaboration with Spelfriheten.

“Being able to go out and speak openly and honestly about gambling addiction—with committed clubs and a clear structure for seeking help—has been key to our success. The message is clear: you are not alone, and help is available. For us, this is about taking greater responsibility to ensure players, staff, and club personnel feel safe addressing concerns in the workplace. The many calls we’ve received on our dedicated support line are proof that we’ve helped break the stigma around seeking help,” said Allan Erdman, Head of Communications at Spelfriheten.

The initiative has received significant attention, even leading to an invitation to present at the Swedish Parliament (Riksdag) about the issue of unhealthy gambling and ongoing prevention efforts. Icelandic football has also taken inspiration, adopting similar training programs so that players and staff in all clubs in Iceland’s top divisions—both men’s and women’s—also receive education on responsible gambling and anti-match fixing.

The Partnership: Swedish Professional Football Leagues, Unibet, and Spelfriheten

  • Joint Presentations: Together, the three partners visit all 32 clubs in Allsvenskan and Superettan to deliver lectures on gambling addiction.
  • Dedicated Support Line: Swedish Professional Football Leagues has purchased a license for Spelfriheten’s support line. If gambling issues arise within clubs, the first contact is guaranteed within 24 hours—a crucial window, as the motivation to seek help can be brief.
  • Annual Training: Spelfriheten trains each club’s Integrity Officer annually on gambling-related issues.
  • Policy Development: Spelfriheten has helped Swedish Professional Football Leagues develop an enhanced gambling policy for everyday use in clubs.
  • Treatment Access: When gambling problems or addiction are detected, Spelfriheten offers a 16-month treatment program, which clubs can procure through the agreement, with the first session starting within five days.