Swedish AI platform Legora has signed its first sports sponsorship with the fastest-rising Swede in men’s golf, Ludvig Åberg. Legora, which was founded in Stockholm in 2023 and specializes in legal AI tech, will have its logo on Åberg’s left sleeve. It will have exclusivity as the only branding on Åberg’s apparel throughout the length of the multiyear deal aside from his provider, Adidas.
Åberg said he’s had the opportunity to have left-sleeve branding on his apparel since he turned pro in the summer of 2023, but tried to remain patient along with his manager, Butler Melnyk of LongGame Sports Management.
“We’ve been very conscious about that and waiting for the opportunity to actually do something that’s exciting,” Åberg told SBJ last week. “I care deeply about my Swedish roots, and if I can help out a Swedish company in some way, I was really excited to do that.”
Legora co-founder & CEO Max Junestrand at 25 is actually younger than Åberg, who’s 26. This is Legora’s first sports sponsorship, and Junestrand said the company plans on keeping it that way for the foreseeable future.
“For us, Ludvig was an obvious choice for our first-ever sports sponsorship,” Junestrand said last week. “He embodies our values, we understand and share our Swedish roots, and his global appeal pairs with not only success in being famous and known, but major success on the course in the U.S.”
Junestrand said Legora was discussing potential sponsorship options last year when a team member (who is also a big golf fan) suggested approaching Åberg’s team.
“We’re betting big and we feel like Ludvig is doing the same way back,” Junestrand said.
Åberg is No. 19 in the world and has two PGA Tour wins, along with a pair of Top 10 finishes in both of his Masters appearances, including a second-place finish in 2024. He’s also played on two winning European Ryder Cup teams.
In addition to Legora, Åberg is sponsored by Adidas, Mercedes-Benz, Titleist, luggage company Tumi and Rolex. In SBJ’s 2025 industry poll to find golf’s most marketable player, Åberg ranked sixth behind only Tiger Woods, Rory McIlroy, Bryson DeChambeau, Scottie Scheffler and Jordan Spieth. Åberg will also appear in social and digital content alongside Legora.
From the deal side, Melnyk manages Åberg, while CAA advises Legora on its sports sponsorships. Åberg said he and Melnyk speak usually once a month about potential sponsorship opportunities.
Financials weren’t available, but industry sources said, because of the exclusivity on Åberg’s apparel, the deal could go for between $1M-$2M annually.
Åberg debuted the logo during the Farmers Insurance Open last week.
