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.

Peter Zäll, Chief Strategy Officer at Betsson stated: ”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.”

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.

Jörgen Lindgren, CEO SHL added: ”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.”

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.