Svenska Spel extends partnership with top Swedish hockey leagues

Svenska Spel has extended its partnership with Sweden’s top men’s ice hockey league (SHL) and women’s top league (SDHL). The agreement runs until June 30, 2031, while the operator has been an official partner of both since 2021.

The SHL and SDHL clubs have strong links to their local communities and engage with supporters across Sweden both on and off the ice. The extended partnership will focus on supporting the development of the leagues and clubs, while maintaining engagement with supporters and customers.

SHL CEO Jenny Silfverstrand stated: ‘’The SHL clubs are strong local forces and create engagement far beyond the matches in our arenas.

Svenska Spel's continued long-term approach gives us good opportunities to develop the league together with the clubs, strengthen the match experience for the supporters and for the clubs to continue to create a positive impact in local communities.’’

Svenska Spel CEO Anna Johnson added: ‘’Hockey engages people all over Sweden. With 2.9 million visits to SHL matches, it is also one of the country's strongest sporting events. It means a lot to our customers and is important for our business.

‘’That is why the partnership with SHL and SDHL is so important to us. We are proud to continue to contribute to the development of Swedish hockey, not least through the long-term investment in women's hockey.’’

The partnership is especially beneficial for the women’s league, as it means the largest investment in Swedish women’s hockey to date can continue. Since Svenska Spel became its sponsor, the players' conditions have been strengthened. Today, over 25% of the players can make a living from their sport.

In June, Svenska Spel extended its partnership deal with the Swedish Ski Association until 2032. For the first time, the partnership covers all disciplines under the Swedish Ski Association, including alpine skiing, cross-country skiing, snowboarding, freeskiing, ski jumping and ski cross, as well as additional disciplines such as roller skiing and freeride.