The sports stars seen in the game advertisement

Perhaps Charlotte Kalla is the Swedish athlete who has most clearly distanced herself from game advertising. The skiing star has said no to the skiing team's main sponsor Swedish Games to face her out. With her on the train she has biathlon star Hanna Öberg.

- For me, it is too much to receive money from a company that serves people who are stuck in an abuse, Öberg told TT 2018.

The explanation that sports stars are seen in different advertising contexts does not necessarily have to be money. For New York Rangers goalkeeper Henrik Lundqvist, it was rather a way of doing good.

Lundqvist has set the terms for the cooperation with Unibet himself and started the 30/30 fund. From there, SEK 30,000 will be distributed to 30 sports associations.

- If there was talk of a collaboration, I said: This is what I want to do . Sport has meant a lot to me. I said what I was thinking and what I wanted to do. I put in half a million - and want you to match it, Lundqvist has previously told GP.

For swimming giant Sarah Sjöström, it has been a way to build her brand.

- You always want to choose the companies that support one yourself as well, in some way. I think games work, it's fun to play. But it is my agent (Daniel Wessfeldt) above all that helps me and builds my brand. I'm just trying to focus on swimming, she said in an interview with TT in June 2018.

There is also a plethora of actors, journalists and athletes who are no longer active and are frequently seen together with other gaming companies.

But is it all about money? Sarah Sjöström's agent, Daniel Wessfeldt, represents large parts of the Swedish athletics elite.

- In some sports it is not so much money and then every kind of welcome is welcome. If you are Henrik Stenson you may choose to decline. It is up to each individual.

Just Wessfeldt and his clients are sure to approve all advertising before it expires.

Is this, in your opinion, a good way for athletes to get exposure as well?

- Sarah was advertising a gaming company for the World Cup and we didn't think we were wrong. But if you want to talk brand then maybe it is better to appear on a big campaign with, for example, Unicef. It is better brand building. Then it is clear that it is also about money. The gaming companies are well-ordered and have to pay fairly well. Otherwise maybe no one had jumped on it.

Do you have athletes in your stable who actively refused to appear with gaming companies?

- No one has got the question and said no. But it is also limited who is asked. The gaming companies want the best and may offer something that it is tough to refuse, even though there are dubs about the business. If you are really, really good then you can choose and wreck. If you are an individual athlete then you might have a tough time.