Betsson’s NordicBet has signed an exclusive deal to become the main sponsor and official betting partner of the Swedish Hockey League (SHL), the highest division in the Swedish ice hockey system.
The partnership with the SHL, which is ranked the third best league in the world, will allow NordicBet to offer customers additional value.
This includes content through unique access to teams and players, real-time game stats and highlights, live streaming of all games, new products and offers, as well as meet and greets with SHL players and coaches.
NordicBet’s commercial director Jesper Svensson commented: “The interest in hockey amongst our customers is massive and with the SHL sponsorship we wish to develop our hockey product and offer further, as well as expose the NordicBet brand to millions of hockey fans across Europe.
“Being one of the leading sports betting companies in the Nordics we are also making a clear statement that we want to support hockey in our region. This deal has vast potential both for us and the SHL.”
The SHL said that it sees opportunities to develop the league and increase the interest and awareness across the Nordics and other hockey markets.
Jörgen Lindgren, CEO of the SHL, said: “We have been searching for a betting partner with a broader focus and an objective to work with us to grow the appeal and reach of the league. This partnership is about more than money.”
The 2016/2017 season of the SHL kicks off on September 17th with Malmö vs Frölunda, Luleå vs Linköping and Färjestad vs Örebro.
NordicBet has been the official betting partner of the Europe-wide Champions Hockey League since 2014 and offers a broad selection of hockey odds and markets covering top leagues such as the North American National Hockey League (NHL) as well as lower divisions across the Nordics.