Svenska Spel has confirmed that it will not extend its sponsorship agreement with HockeyAllsvenskan once the current contract ends. The partnership, which began on 1 July 2021, will remain in place until 30 June 2026.
Svenska Spel recently conducted a broader evaluation of both its sponsorship and brand strategies. The company has decided to focus on a smaller number of collaborations, allowing for greater emphasis on the activation and effectiveness of its existing agreements.
Recently, the Sweden's gambling regulator, Spelinspektionen, has issued updated regulations and advice for casino and slot licence holders under SIFS 2025:1, replacing LIFS 2018:9.
The new framework, which reflects the end of state-awarded casino licences, will take effect on 1 December 2025.
Also, Sweden's Administrative Court has upheld Spelinspektionen's decision to reject Kornhults Idrottsklubb's application for a public benefits gaming licence.
The Court ruled that the club's management of a sports field and operation of car bingo do not meet the criteria for public benefit activities.
Nicklas Biverståhl, Svenska Spel Head of Sponsorship, stated: "We are very satisfied with the collaboration and will invest fully during the rest of this season.
"However, we have been keen to announce in good time that we will not extend the agreement in order to give HockeyAllsvenskan the best possible conditions to find another main sponsor.
"We have decided to engage in fewer collaborations in order to, among other things, put more effort into activating our agreements and with greater influence drive relevant issues together with our partners."
Svenska Spel will continue to fulfil all sponsorship commitments under the current contract until its expiration date.
Svenska Spel will continue to fulfil all sponsorship commitments under the current contract until its expiration date
