Betsson launches in-house studio to boost SHL coverage

Betsson Sweden has built an all-purpose media studio supporting its title sponsorship of the Svenska Hockey League (SHL).

Last weekend, Betsson debuted ‘SHL Playbook’, the betting group’s first-ever in-house produced show broadcasting exclusive coverage of the start of the SHL’s new hockey season (19 September).

Marked as a key directive, Betsson underlined that the studio forms part of the firm’s increased focus on developing organic marketing channels, whilst further boosting the exposure of its SHL sponsorship.

Since 2019, Betsson has served as the title sponsor of the SHL, which the operator has branded as its biggest sports and social responsibility commitment.

“Launching a studio, fans can experience our brand in a physical, tangible way. It will be our location for new shows and an important channel to reach our customers,” said Kim Ekelund, Head of Marketing for Betsson Sweden.

“We want to create things ourselves that allow us more freedom as well as the opportunity to be more straightforward about what we really like. We love games and betting which will be an important part of our show.”

New show SHL Playbook will be broadcasted on YouTube and published via Betsson’s social media channels, featuring interactive challenges to drive audience engagement.

Furthermore, Betsson confirmed that SHL Playbook highlights will feature across SHL matches on Saturdays, providing fans with ‘Power Breaks’ detailing insights by former hockey players and SHL insiders.

Betsson Sweden also confirmed that it will expand its studio capacity beyond SHL programmes, covering wider sports.

“We have shifted our marketing strategy from mass advertising to investing more in its own channels. A lot of our marketing is aimed at existing customers and at increasing opportunities through social media,” Ekelund added.

“A lot of our marketing is aimed at existing customers and at increasing opportunities through social media. The new studio is a big investment from our end which we will be used for hockey, as well as other sports and events.”

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