SBC News Voice of the Sports Betting Industry
Stockholm-listed online gambling group Betsson AB has doubled-up its commitment to the sport of ice hockey, becoming the official sponsor of the Champions Hockey League (CHL).
Consisting of 26 pro-teams from Europe’s 6 leading ice hockey leagues, the CHL is recognised as European hockey’s biggest international tournament.
Confirming the agreement, Betsson marketing detailed that the CHL sponsorship would help the betting group expand and maintain its multi-brand portfolio across several core target markets including the Nordics, Germany, Czech Rep and Switzerland.
The CHL partnership closely follows last week’s announcement that Betsson had undertaken its ‘largest sponsorship commitment to date’ becoming title sponsor of the Swedish Hockey League (SHL).
As a stakeholder in European ice hockey, Betsson has outlined its commitment to promoting responsible gambling, improving standards and supporting the sport’s grassroots and social initiatives.
Heading up Betsson sponsorship initiatives, Peter Zäll Chief Strategy Officer (CSO) stated
“We are already the main sponsors of SHL and are now deepening our commitment to ice hockey further. To see the Swedish and Finnish top teams facing competition from some of the other European teams is exciting and good for hockey. It is also exciting for us and further proof of a goal of being hockey’s top betting operator in Europe”.
