Online gambling group Betsson AB has announced that it is to partner with the Swedish Hockey League in what is its biggest sponsorship deal yet.
Under the terms of the agreement Betsson will become ‘lead sponsor and exclusive betting partner’ to the league, adding to its development and the ice hockey sector in general.
Betsson’s strategy chief, Peter Zäll, said in a statement Thursday:
“Betsson is one of the leading gaming companies in the Nordics and its roots go as far back as 1963. As the main sponsor, Betsson, together with SHL, will add to the development of the league and ice hockey in general, mainly by financially supporting the clubs but also by increasing the engagement in hockey.
“We want to support and develop Swedish hockey. The financial support to SHL, and thereby the 14 participating clubs, is the foundation of the partnership. We want to be the most engaged partner they’ve had so far – one who cares for Swedish hockey and its amazing history. We are very proud to be the main sponsor for Sweden’s platform for hockey,
“Hockey is huge in Sweden, and SHL is one of the best leagues in the world. Supporting the teams financially is, of course, the main thing here, but we will also be an engaged sponsor and bring the hockey closer to our customers. That means meet-and-greet, podcasts, interviews, stats, best odds – to mention some examples.”
Jörgen Lindgren, CEO of the Swedish Hockey League, responded:
“Betsson is a strong and safe partner and is also instrumental for our vision for SHL. We want to make Sweden’s best hockey reach many more, also outside of Sweden. With Betsson, we get an international partner that will give substantial financial support to the clubs, and also a partner that loves the sport and the excitement that comes with it.”