Swedish national lottery operator Svenska Spel has signed an agreement to become the new main sponsor of the Swedish Women’s Hockey League (SDHL), the Swedish Hockey League (SHL) and HockeyAllsvenskan (HA).
The five-year agreement is effective from July 1 this year until June 30, 2026. It represents a historic effort to make Swedish hockey more equal with extra resources being put into the Swedish Women’s Hockey League. Alongside the league changing its name to Svenska Spel Damhockeyligan, the deal creates better opportunities to train and certify coaches.
Jenny Silfverstrand, CEO of the Swedish Hockey League, said: “Svenska Spel has a long and great commitment to Swedish ice hockey. Therefore, it feels very good that we can now once again work together to take Swedish ice hockey forward. We are proud and happy to contribute to a collaboration that invests extra in gender equality in Swedish ice hockey.”
Svenska Spel continues its commitment to Swedish hockey as it has been the Swedish Ice Hockey Federation main sponsor since 1994. With the new agreement, the operator is once again the main sponsor of both the Swedish Ice Hockey Federation and the leagues Svenska Hockeyligan, HockeyAllsvenskan and Svenska Damhockeyligan.
Svenska Spel President and CEO Patrik Hofbauer commented: “As Sweden’s largest sports sponsor from grassroots to elite, we are very happy and proud of the new agreement with SDHL, SHL and HA. All leagues see great value in the fact that we are now making Swedish hockey more equal. It will strengthen Swedish hockey. The new agreement also focuses on the fact that we, together with the leagues, can make a major preventive effort to counteract problem gambling and match-fixing.”
Angelica Lindeberg, Commercial Director of the Swedish Women’s Hockey League, stated: “We look forward to working with Svenska Spel again. Swedish women’s hockey is in an exciting period where interest from audiences and sponsors is increasing. The new agreement will strengthen the clubs and the league.”
Gabriel Monidelle, CEO of HockeyAllsvenskan, added: “HockeyAllsvenskan is incredibly happy to collaborate with Svenska Spel once again. Among other things, I look forward to the fact that we can create resources for our clubs’ youth activities through Gräsroten, but also how together we can pursue important issues of equality and counteract problem gambling and match-fixing. In addition, I look forward to how we continue to build our joint brands and lift the league together.”
Back in April, Svenska Spel announced it would allocate SEK 4m to 26 women’s elite football clubs following the completion of certification of the youth activities of OBOS Damallsvenskan and the Elitettan women’s football teams.
