Swedish Sports Alliance Launches Klubblo

Negates the need for door-to-door sports lottery ticket sales

The Swedish Gaming Board's award of a licence to the Swedish Sports Alliance (SSA) has initiated the launch of a new digital lottery platform on mobile and PC.

The lottery is designed to boost funding for Swedish sports and is open to all sports federations and associations within the Alliance for Sport.

The deal is a joint venture between Cherry and media partner Metro with games provided by Yggdrasil Gaming.

The bespoke lottery product includes a choice of scratch cards that can be played via mobile device or PC and is intended to negate the need for parents, coaches and children to sell tickets door-to-door to raise funds.

Federation or associations can create club branded lottery tickets via Klubblo.se and players choose which sports club the funds are distributed to.

Chairman Lars Liljegren, also chairman of the Swedish Fencing Federation, said: "Through this initiative, we are giving Swedish sport new opportunities for funding at a time when both the state and local authorities are holding back on supporting sport. We can also develop new ideas together in a sport driven organization and fully utilize the strength of the Swedish sports brands."

"We think this is really going to capture the imagination of the Swedish people and we are confident that it is going to have a significant impact on the funding of both small and large sports clubs and associations in Sweden," added Klubblo chief executive officer, Lasse Dilschmann.

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