Svenska Spel Extends Swedish Ice Hockey Sponsorship Until 2031
Sweden.- 26 August 2026 | www.zonadeazar.com Svenska Spel has renewed its long-term partnerships with the Swedish Hockey League (SHL) and Swedish Women’s Hockey League (SDHL), extending its main sponsorship of both competitions until June 2031.
The company has served as main sponsor of the two leagues since 2021, with the new agreement providing long-term continuity for initiatives supporting the development of Swedish men’s and women’s elite ice hockey.
Agreement Runs Until June 2031
The renewal extends Svenska Spel’s position as main sponsor of the SHL and SDHL for a further five years.
The partnership covers both leagues and their clubs and is intended to support the continued development of elite Swedish ice hockey on and off the ice.
The parties will also continue initiatives involving supporter experience, community impact and the wider development of participating clubs.
SHL Attracts 2.9 Million Visits
Svenska Spel highlighted ice hockey’s ability to engage audiences throughout Sweden.
SHL games generate approximately 2.9 million visits, making the competition one of the country’s strongest sporting platforms.
The company views this national engagement as an important part of the commercial value of its hockey sponsorship.
Impact by SHL
The renewed partnership will also support continued work through Impact by SHL.
The initiative aims to use the influence of SHL clubs to create positive effects within their local communities.
Svenska Spel’s long-term commitment provides greater stability for these programmes and for collaboration between the league and its clubs.
Major Investment in Women’s Ice Hockey
The extension is particularly significant for the SDHL.
Since Svenska Spel became main sponsor in 2021, the partnership has been described as the largest investment in Swedish women’s ice hockey.
The programme has focused on improving player conditions and supporting a more professional and sustainable structure for the women’s game.
More Than 25% of Players Can Make a Living from Hockey
Today, more than 25% of SDHL players are able to make a living from playing ice hockey.
The league considers this one of the clearest indicators of the professionalisation achieved since 2021.
The SDHL has also continued to increase its reach and engagement across digital channels.
Statements
SHL CEO Jenny Silfverstrand said the league’s clubs are strong local forces that create engagement well beyond games played inside their arenas.
She said Svenska Spel’s long-term commitment will provide opportunities to further develop the league, strengthen the supporter experience and increase clubs’ positive impact on local communities.
SDHL CEO Angelica Lindeberg highlighted the progress made towards a more professional and sustainable environment for players since 2021.
She said the renewed investment will provide further opportunities to strengthen players, clubs and the league.
Svenska Spel CEO Anna Johnson highlighted ice hockey’s nationwide reach and placed particular emphasis on the company’s continued long-term investment in the women’s game.
Long History in Swedish Ice Hockey
Svenska Spel’s involvement in Swedish ice hockey extends beyond the two leagues.
The company has been a main sponsor of the Swedish Ice Hockey Association for more than two decades.
That relationship includes programmes supporting the development of Swedish hockey from youth and junior levels through to senior and elite competition.
HockeyAllsvenskan Not Included in Extension
Svenska Spel’s previous agreement signed in 2021 also covered HockeyAllsvenskan.
However, the company previously confirmed that this sponsorship would end on 30 June 2026 and would not be renewed.
The new agreement through 2031 therefore focuses specifically on the SHL and SDHL.
Industry Context
Svenska Spel maintains one of Sweden’s largest sports sponsorship portfolios and uses these partnerships both commercially and to support the development of national sport.
Its sponsorship strategy includes a focus on equality, youth participation, talent development and stronger professional sporting structures.
Ice hockey remains one of the central assets within that strategy.
Next Steps or Impact
The extension secures Svenska Spel’s sponsorship of the SHL and SDHL until June 2031.
For the SHL, the agreement provides long-term support for supporter engagement and clubs’ community initiatives.
For the SDHL, it provides a financial foundation to continue professionalising women’s ice hockey and improving economic conditions for its players.
Editó: @fonta
