Stockholm-listed gaming operator Betsson has agreed a new multi-year sponsorship deal with the Svenska Hockey League (SHL).

Betsson first sponsored the Swedish ice hockey league last season and has now signed a new three-year agreement to serve as the league’s main sponsor and exclusive betting partner.

Betsson said that the new agreement will deepen cooperation with the league and strengthen the hockey experience for fans, adding to the financial support that the league’s 14 clubs receive, as well as the brand exposure enjoyed by Betsson.

“For us, it was given to partner with Betsson once more,” said Michael Marchal, chief executive of SHL. “Last year they showed us that they are a truly dedicated partner to SHL – in which they produced the very appreciated web-series ‘Fimpens Resa’, SHL Bibles, and also the commendable #Målcirkeln ‘the Goal Circle’, a charity initiative that donated money to a number of associations, including some outside of hockey.

“We, therefore, look forward to more good joint initiatives that can delight our supporters and increase interest in SHL for new audiences.”

Jesper Svensson, CEO of Betsson Group, commented: “We are incredibly proud to be able to support SHL and the clubs once more. We are now strengthening the good cooperation that we have built over the years.

“We will continue to be the most engaging partner and certainly the most passionate one about hockey. In short, this means that we will have the best betting offers on SHL and strengthening the coverage of the league with exciting and unique content.”

The new SHL season begins on September 14 when the defending champions Frölunda take on Brynäs in Gothenburg.