Betsson sign new sponsorship agreement with SHL


Betsson, who last year became the main sponsor of SHL (Svenska Hockey League), now chooses to sign a new big deal with the league. 

The agreement is for three years  and is part of Betsson’s continued investment in Swedish sports and Sweden’s best hockey, which means that they also become SHL’s exclusive partner in odds.

Betsson is one of the leading gaming companies in the Nordic region, with roots from 1963. Compared to previous agreements, this time we have invested in developed cooperation and deepened the commitment of both parties, and not least with the clubs. In addition to exposure to the Betsson brand and the financial support to the 14 clubs, a common goal is to strengthen the experience of hockey, both on and off the arena.

For us, it felt natural to cooperate with Betsson again. They are a partner with a tremendous dedication to SHL, which turned out last year, for example, because we got to incredibly appreciated web series such as “Fimpens Journey, SHL Bibles and not to mention # The Goal Circle that gave money to associations even outside the hockey. So we look forward to more good joint initiatives that can please our audience and increase interest in SHL for new audiences, says Michael Marchal CEO of SHL.

We are so incredibly proud to be able to support SHL and the clubs, and now strengthen the good cooperation we have had over the years. We will continue to be the most engaging and certainly the most hockey-geeky partner in the future. In short, it means having both the best selection at SHL, but also strengthening the coverage of the league with exciting and unique content, says Jesper Svensson CEO Betsson Group.

As the main sponsor, Betsson will guarantee the best average repayment on the league during the season, but will also continue to open the doors to its customers and create added value for anyone who loves hockey.