Betsson signs deal with Swedish hockey league

The new deal establishes Betsson as SHL’s exclusive betting partner.
The new deal establishes Betsson as SHL’s exclusive betting partner.

Swedish company Betsson has signed a major agreement with the Svenska Hockey League, the top hockey league in the country.

Sweden.- Continuing its partnership with the Svenska Hockey League (SHL), Betsson has announced that it signed another deal with the league. The new one establishes Betsson as SHL’s exclusive betting partner.

Last year, Betsson became the main sponsor of the league, and the new three-year agreement also marks the company’s continuing investment in Swedish sports. The agreement seeks to strengthen the hockey experience in the country, Betsson said. As the main sponsor, the company said that it will guarantee the best average payout on the league during the season.

“For us, it was given to partner with Betsson once more. Last year they showed us that they are a truly dedicated partner to SHL – in which they produced the very appreciated web-series “Fimpens Resa”, SHL Bibles, and also the commendable #Målcirkeln “the Goal Circle” a charity initiative that donated money to a number of associations, including some outside of hockey,” explained Michael Marchal, CEO of SHL.

He added that SHL looks forward to more joint initiatives that can improve the supporters’ experience and increase interest in SHL for new audiences.

Jesper Svensson, CEO of Betsson Group, added: “We are incredibly proud to be able to support SHL and the clubs once more. We are now strengthening the good cooperation that we have built over the years. We will continue to be the most engaging partner and certainly the most passionate one about hockey. In short, this means that we will have the best betting offers on SHL and strengthening the coverage of the league with exciting and unique content.”

Betsson reports mixed results in Q2

Betsson registered a 5% fall in revenue for the second quarter, with the sports betting segment increasing finances despite the FIFA World Cup taking place in 2018. The company explained that revenue totalled €113.8 million, and that “the geographical spread, together with the product mix, explain the good revenue level despite the challenging Swedish market and the decline in the Netherlands.”

Betsson’s revenue from the Nordics and Western Europe fell 17% and 12% respectively to €49.2 million and €37.2 million in Q2. Central and Eastern Europe and Central Asia increased by 33% to €26.9 million.

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