Swedish second-tier ice hockey league names DBET as official main partner under three-year agreement
Immense Group-owned DBET has been unveiled as an official partner of the Swedish second-tier ice hockey league, HockeyAllsvenskan.
Replacing long-running partner Svenska Spel, DBET will benefit from brand visibility across HockeyAllsvenskan’s TV broadcasts, arenas and digital platforms, alongside joint activation opportunities throughout the league.
DBET will also take a central role in Super Friday, the league’s highest-profile match day, developing new formats built around matches, statistics and the wider league experience.
“HockeyAllsvenskan is one of Sweden’s most engaging and supporter-connected leagues, with strong local roots that we at DBET truly value,” said Marcus Adler, Nordic head of DBET. “Sport that brings local communities together sits at the heart of our strategy, and ice hockey is a natural and welcome addition to a portfolio where we already work across basketball, handball and several other sports.”
Gabriel Monidelle, CEO of HockeyAllsvenskan, said: “We are very pleased to welcome DBET as the main partner of HockeyAllsvenskan. Together, we want to create an even stronger experience for our supporters and continue developing the league.”
Monidelle added: “Our ambition is to continue developing Super Friday together with DBET and the clubs through new activations around some of our biggest match days.”
HockeyAllsvenskan commercial manager Linnea Leijonklo commented: “There is a shared ambition in this partnership to build on the commercial opportunities while also developing the collaboration responsibly together with the league and the clubs.”
The agreement runs through to the end of the 2028/29 season.