Svenska Spel Extends Major Hockey Sponsorship in Sweden until 2031

The Swedish state-owned operator Svenska Spel has sent a clear signal of continuity in sports sponsorship. At a time when many European markets are tightening advertising restrictions for gambling providers, the company is consolidating its position as a central supporter of Swedish ice hockey. The extension of the cooperation with the Swedish Hockey League (SHL) and the Svenska Damhockeyligan (SDHL) until June 30, 2031, marks a milestone in the history of Nordic sports.

Ice hockey in Sweden is more than just a sport; it is a cultural phenomenon that moves the masses. For Svenska Spel, this deal is therefore not just a question of image, but a strategic move to root the brand deeply in society. The partnership does not only cover the leagues as umbrella organizations but explicitly includes the individual clubs, which function as local power centers.

Numbers and facts

The reach of Swedish ice hockey is impressive. With a total of 2.9 million visits to SHL matches, the league is one of the country's most-visited sporting events. Svenska Spel has been the main sponsor of both leagues since 2021. A particular success of the cooperation to date is visible in women's ice hockey: more than 25 percent of the players in the SDHL can now support themselves through their sport. This underlines the shift toward more professional and sustainable structures, which was made possible by the financial resources of the gambling giant.

Anna Johnson, CEO and Group Chief Executive of Svenska Spel, emphasizes the economic relevance:

„Hockey engages people all over Sweden. With 2.9 million visits to SHL matches, it is also one of the country’s very strongest sports events. It means a lot to our customers and is important for our business. That is why the partnership with SHL and SDHL is so significant for us.“ - Anna Johnson, CEO of Svenska Spel

Background

The extension of the contract creates planning security for almost a decade. Jenny Silfverstrand, CEO of the SHL, sees this as an opportunity to further improve the match experience for supporters and to strengthen the clubs in their role as social actors in the communities. The cooperation is closely linked to the "Impact by SHL" initiative, which focuses on social responsibility and positive effects on local communities. Angelica Lindeberg, CEO of the SDHL, also points out that the women's league's digital channels are reaching more and more people, which illustrates the enormous growth potential of the sport.

Why it matters for German players

For German gambling fans, the development in Sweden has an indirect but important signal effect. While in Sweden the state provider is investing heavily in popular sports, the situation in Germany is more strictly regulated by the State Treaty on Gambling 2021 (GlüStV 2021). German players registered with providers on the GGL whitelist benefit from high security standards such as the monthly deposit limit of 1,000 euros and the connection to the LUGAS blocking system. Such sponsorship deals as those concluded by Svenska Spel often serve as a model for the responsible integration of gambling advertising in sports, provided that player protection is maintained. In Germany, the advertising opportunities for bookmakers are severely restricted by the Joint Gambling Authority of the States (GGL) in order to ensure addiction prevention. However, the Swedish model shows how legalized gambling can contribute to the financing of niche sports and professionalization.

What it means for GGL-licensed casinos

German casinos with a GGL license are closely watching such international developments. The long-term commitment of a state actor to sports stabilizes the legal market against unregulated black market providers from the MGA or Curacao zones. For licensed operators in Germany, this means that regulatory clarity and long-term contracts are the best defense against illegal competition. Those who stick to the 1 euro per spin rule and the strict advertising guidelines build trust – similar to what Svenska Spel does in Sweden through its presence in the national sport.