Home advantage! Betsson underlines its responsibility as SHL journey begins

This weekend sees Betsson debut as the lead sponsor and betting partner of the Svenska Hockey League (SHL), Sweden’s highest tier of professional ice hockey.

Secured in 2018, Betsson replaces state gambling monopoly Svenska Spel as the SHL’s main sponsor, undertaking the group’s ‘biggest ever sports sponsorship commitment’.

The partnership sees Betsson undertake a number of responsibilities, moving its sponsorship ‘beyond brand coverage’ as the Stockholm-listed online gambling group will directly invest in all fourteen syndicated SHL clubs.

Furthermore, Betsson will work with SHL management in the development of community-led directives seeking to improve the development and access Swedish ice hockey across all-levels of society.

Ahead of this Saturday’s opening SHL matchday, 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.”

Operating as one of the biggest brands in Sweden’s re-regulated online gambling marketplace, Betsson underlines that its SHL partnership will be driven by fair-play and transparency, with a commitment to guaranteeing the best average payout for SHL throughout the season.

Backing Betsson as lead partner, Michael Marchal, CEO of SHL, added: “For us, it was given to partner with Betsson once more. 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 for better joint initiatives that can delight our supporters and increase interest in SHL for new audiences.”