Svenska Spel renews sponsorship of Swedish Hockey League (SHL)

State run Swedish gambling operator Svenska Spel has confirmed that it has agreed a six year extension of its sponsorship of the Swedish Hockey League (SHL) with Hockey Allsvenskan. 

The new sponsorship extension is valued at SEK 48 Million (£3.3 million), with additional bonuses attached dependent on league media coverage and fan attendance The sponsorship will see Svenska Spel promote its licensed betting services throughout SHL team venues.

Stephan Guiance CEO of Hockey Allsvenskan, the governing body of Ice hockey in Sweden welcomed the extension stating that “Svenska Spel were committed partners to developing the sport of Ice Hockey within Sweden”.

Svenska Spel management stated that it would work together with SHL and Hockey Allsvenskan to “enhace the viewing experience”. The operator will look to develop Ice Hockey specific statistics data and features for fans