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How Sweden’s new gaming and betting market works and its potential impact on the sports industry

Sports in Sweden
Wednesday, 10 April 2019 By Jamie McDonald, Maria McDonald

A new Swedish Gambling Act1 (the Act) entered into force on 1 January 2019. The Act represents a complete overhaul of the legislative framework in Sweden regarding gaming and betting. Previously, only two monopolies, Svenska Spel and AB Trav & Galopp (ATG), and certain non-profit organisations were allowed to operate gambling services. Now, private gambling operators are able to apply for licences to offer online commercial gambling and/or betting to Swedish consumers.

In this article, we will examine the Act more closely, with a particular focus on what impact the new gambling market may have on sport.

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Written by

Jamie McDonald

Jamie McDonald

Founder, MCD Sports & Legal

Jamie McDonald is an experienced sports lawyer and business advisor, with particular expertise in the golf industry. He is the founder of MCD Sports + Legal ( and also serves as a legal and business advisor to Toptracer, the providers of the revolutionary golf-ball tracking technology seen on TV and now in golf driving ranges. His work focuses on sports sponsorship, event staging, sports technology and media rights and production but he also serves non-sports clients, principally within the tech industry.

Maria McDonald

Maria McDonald

Partner, Nordic Gambling

Maria McDonald is a partner at Nordic Gambling, a legal firm in the Nordics dedicated to gambling related law. Maria is a Swedish lawyer, specialized in legal matters related to gambling, media and sponsorships but she also has extensive experience of working with dispute resolution, IT and data protection. Maria was previously in-house counsel and Head of Legal for Unibet and Lagardère Sports and has also acted as Chairman of the Danish Online Gambling Association (DOGA) and treasurer of the Swedish Branschföreningen för Onlinespel (BOS)

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