Betsson agreed to extend its relationship with the Swedish Hockey League (SHL) to become the ice hockey competition’s exclusive betting partner.
During the 2018-19 season, the operator served as the SHL’s primary sponsor, but the fresh three-year arrangement will see it move away from this position to assume its new designation.
As part of a joint attempt with the SHL to increase the hockey experience on and off the field, Betsson will profit from branding exposure throughout the competition, while the operator will also provide economic assistance to the 14 clubs of the league.
Betsson will also continue to work with the SHL to create fresh material for fans and promote numerous charity projects.
SHL chief executive Michael Marchal said: “Last year, Betsson 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,” adding, “We, therefore, look forward for more good joint initiatives that can delight our supporters and increase interest in SHL for new audiences.”
Betsson Malta chief executive Jesper Svensson added: “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.”