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Mergers & Acquisitions

Svenska Spel to sponsor men's and women’s hockey in Sweden

Svenska Spel has announced it will become the main sponsor of the Swedish Women’s Hockey League (SDHL), the Swedish Hockey League (SHL) and the Hockey Allsvenskan (HA).

hockey

The operator has signed a five-year deal which starts from July 1, 2021 until 2026.

The new deal is a "historic investment" as the sponsor strives to bring equality to Swedish hockey; as part of the deal more resources will be added to the SDHL and will see its name changed to a name related to Svenska Spel.

The company has been the main sponsor of the Swedish Ice Hockey Association since 1994, with the leagues and some playoff series being included in the agreement from time to time.

Svenska Spel President and CEO, Patrik Hofbauer, said: "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 we are now making Swedish hockey more equal. It will strengthen Swedish hockey. The new agreement also focuses on the fact that together with the leagues we can make a major preventive effort to counteract game problems and match-fixing." 

Swedish Hockey League CEO, Jenny Silfverstrand, added: "Svenska Spel has a long-standing and large 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."

 

 

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