Betsson Launch Media Studio In Prep For SHL Coverage

In support of its title sponsorship of the Svenska Hockey League (SHL), Betsson Sweden has created an all-purpose media studio.

Betsson premiered ‘SHL Playbook’ last weekend, the first-ever in-house show created by the betting company broadcasting exclusive coverage of the start of the new SHL hockey season (19 September).

Betsson, marked as a key directive, emphasises that the studio is part of the company ‘s increased emphasis on improving organic marketing platforms, while further enhancing its SHL sponsorship exposure.

Betsson has acted as the SHL’s title sponsor since 2019, which the operator has marketed as its greatest contribution to sport and social responsibility.

Kim Ekelund, Head of Marketing for Betsson Sweden explained: “Launching a studio, fans can experience our brand in a physical, tangible way. It will be our location for new shows and an important channel to reach our customers.

“We want to create things ourselves that allow us more freedom as well as the opportunity to be more straightforward about what we really like. We love games and betting which will be an important part of our show.”

The new SHL Playbook show will be broadcast on Youtube and released through the social media platforms of Betsson, with interactive challenges to drive public engagement.

In addition, Betsson reveals that on Saturdays, SHL Playbook highlights will appear during SHL matches, providing fans with ‘Power Breaks’ detailing perspectives from former hockey players and SHL insiders.

Betsson Sweden has announced that it will move to extend its studio capacity, covering broader sports, beyond SHL programmes.

“We have shifted our marketing strategy from mass advertising to investing more in its own channels. A lot of our marketing is aimed at existing customers and at increasing opportunities through social media.” Ekelund added.

“A lot of our marketing is aimed at existing customers and at increasing opportunities through social media. The new studio is a big investment from our end which we will be used for hockey, as well as other sports and events.”