Agreement provides continued support for both the men’s and women’s ice hockey leagues in Sweden

Svenska Spel has extended its long-term partnership with the Swedish Hockey League (SHL) and Swedish Women’s Hockey League (SDHL) until June 2031.

Svenska Spel has been the main sponsor of both the SHL and SDHL since 2021, covering both leagues and clubs as part of a long-term collaboration to develop Swedish elite hockey, on and off the ice.

“The SHL clubs are strong local forces and create engagement far beyond the matches in our arenas,” said SHL CEO Jenny Silfverstrand. “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. 

“The partnership also makes Svenska Spel an important part of the work carried out within Impact by SHL.”

For SDHL, the extension means that the largest investment in Swedish women’s ice hockey can continue. 

Since Svenska Spel became the main sponsor of SDHL in 2021, the conditions for players have been strengthened, with over 25 per cent of players now make a living from their sport.

“Since 2021, we have made a clear move towards a more professional and sustainable existence for the players in SDHL,” said SDHL CEO Angelica Lindeberg. “The fact that more than 25 per cent of the players can now make a living from their hockey is an important confirmation of this development. At the same time, we are reaching and engaging more and more people in our digital channels, which shows the potential that exists around the league. 

“With Svenska Spel’s continued long-term investment, we will have even better opportunities to strengthen the players, clubs and the league and continue to advance the positions of Swedish women’s hockey.”

Svenska Spel CEO Anna Johnson commented: “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 significant for 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.”