Success Stories

Svenska Spel: Optimization of Sponsorship through Efficient Marketing Organization

Business Issue
Svenska Spel is the largest gaming operator in Sweden with a market share of over 50 percent. Examples of brands; Oddset, Stryktipset, Triss, Lotto and Vegas. A big amount of the total marketing budget is spent on sponsorship. The teams responsible for marketing activities and sponsorships are divided into two departments. A total picture of marketing investment by brand is lacking. The purpose with the project was to answer the following question: "How can we maximize the impact of our sponsorship?"

Marketing Clinic Implementation

• An in-depth analysis of the current role of sponsorship within Svenska Spel was made upon internal interviews with the management team, internal figures and external benchmarks
• Design of a marketing process including and high-lighting the connection to the sponsorship process
• Definition of roles and responsibilities within the marketing department
• Design of an evaluation document in an excel format to secure better decisions of the size and type of sponsorship for the relevant brands in the portfolio
• Design of supporting tools and templates, i.e. a check lists for all activities and a yearly activity plan per brand

Strategic Implications and Business Results
New product launches are now need planned in detail.