Paf has partnered with Swedish football programme Fotbollsmorgon, with the operator’s sports betting brand 1X2 becoming an official partner of the show.
The collaboration will see Fotbollsmorgon feature betting insights and special odds from 1X2, while the programme will also have its own dedicated section on the 1X2.se website.
Fotbollsmorgon is a daily digital talk show covering Swedish and international football, combining analysis, news and discussion. The programme regularly features guests ranging from coaches and players to figures from outside the sport, including artists, chefs and politicians.
The collaboration between the Aland Islands operator and the sports talk show comes just in time for this summer’s football World Cup.
“We are very pleased to enter into a long-term partnership with 1X2.se and Paf,” said Anders Nettelbladt, Chief Executive Officer of Dobb and commercial producer of Fotbollsmorgon.
“We have been impressed by their digital expertise and high standards, combined with a strong understanding of our product and a shared passion for football.
“We look forward to working together during this exciting World Cup year.”
According to Nettelbladt, the platform now attracts around 14 million streams per month and generates more than 500,000 viewing hours per week.
As part of the partnership, 1X2 will appear as a partner in Fotbollsmorgon’s broadcasts. The programme’s daily betting tips will be based on odds from 1X2 and supported by selected special offers.
The content will also be published on a dedicated Fotbollsmorgon landing page on 1X2.se, where viewers and listeners will be able to access the programme’s betting tips and related analysis.
Nettelbladt continued: “It feels great that Fotbollsmorgon will have its own landing page on 1X2, making it easy for viewers and listeners who want to access our experts’ tips.
“This is something that has been requested before.”
Paf’s regional ambitions
Additional articles linked to the betting tips will also be published in the Sports News section of the 1X2 site, alongside Fotbollsmorgon’s sports coverage and YouTube broadcasts.
Paf looks to be stepping up its presence across Scandinavia in 2026, including in its native Finland.
This sponsorship announcement follows the confirmation last month that business has halved its loss limit since 2018 and is set to further lower its annual loss limit from €15,000 (£13,000) to €8,000 in the future.
Signs are pointing towards a nationwide push for Paf in Finland ahead of the gambling market opening in 2027, and this Sweden-based partnership could well be an indicator that the company will scale to other regions of Scandinavia as well.