Betsson extends partnership with Swedish Hockey League

Betsson has agreed to extend its partnership with the Swedish Hockey League (SHL), becoming the exclusive betting partner of the ice hockey competition.

The operator served as the main sponsor of the SHL during the 2018-19 season, but the new three-year agreement will see it step down from this role to take up its new designation.

Betsson will benefit from branding exposure across the competition, while the operator will also provide financial support to the league’s 14 clubs as part of a joint effort with the SHL to boost the hockey experience both on and off the ice.

In addition, Betsson will continue to work with the SHL to produce new content for fans and provide its support to various charity initiatives.

“Last year, Betsson 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,” SHL chief executive Michael Marchal said.

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

Betsson Malta chief executive Jesper Svensson added: “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.”