Press release -

Betsson - new main sponsor for Swedish Hockey League

Betsson is the new main sponsor and exclusive betting partner to the Swedish Hockey League (SHL). Together with SHL, Betsson wants to increase the interest in ice hockey, both in Sweden and internationally. The agreement with SHL is Betsson’s largest sponsorship in sports to this day and part of the company’s strategy in anticipation of the Swedish gaming market re-regulation in January 2019.

Betsson is one of the leading gaming companies in the Nordics and its roots go as far back as 1963. As main sponsor, Betsson, together with SHL, will add to the development of the league and ice hockey in general, mainly by financially supporting the clubs but also by increasing the engagement in hockey.

”We want to support and develop Swedish hockey. The financial support to SHL, and thereby the 14 participating clubs, is the foundation of the partnership. We want to be the most engaged partner they’ve had so far - one who cares for Swedish hockey and its amazing history. We are very proud to be the main sponsor for Sweden’s platform for hockey,” says Peter Zäll, Chief Strategy Officer at Betsson.

Through Betsson’s focus on sports and international presence, SHL is looking at this partnership as an opportunity to further develop the league and increase interest in Swedish hockey.

”Betsson is a strong and safe partner and is also instrumental for our vision for SHL. We want to make Sweden’s best hockey reach many more, also outside of Sweden. With Betsson, we get an international partner that will give substantial financial support to the clubs, and also a partner that loves the sport and the excitement that comes with it,” says Jörgen Lindgren, CEO SHL.

Through this sponsorship, Betsson will be offering the best odds on hockey, exclusive meet-ups with players, an ”SHL bible”, podcasts and other value for anyone who loves hockey.

SHL starts on Saturday, 15 September. 


  • Entertainment

About Betsson Group

With 17 brands, including,, and CasinoEuro, offering Sportsbook, Casino and other games, Betsson Group is one of the world’s largest gaming groups, at the heart of entertainment for over five decades. The company’s vision is to provide the best customer experience in the industry – listening to, and learning from, its customers, and then exceeding their expectations. Betsson Group is wholly owned by Betsson AB – listed on Nasdaq Stockholm Large Cap.

Press contacts

Roderick Spiteri Schillig

Press contact Head of External Communications +356 7970 1540

Robin Olenius

Press contact (SE) Press Contact Betsson Group +46 761 80 5543