Svenska Spel signs extension to hockey sponsorship

Swedish online and land gambling group Svenska Spel has extended its sponsorship deal with Hockey Allsvenskan, the second-highest league in the Swedish ice hockey system, for another six years, committing to around SEK 48 million (GBP 3.3 million) in support over the duration of the sponsorship, with the possibility of a bonus of SEK 500 000 per year, compared with the existing agreement which gives SEK 7 million annually.

Svenska Spel will retain its promotional rights, which include providing access to its licensed betting services throughout league venues.

Stephan Guiance CEO of Hockey Allsvenskan, said that the extended sponsorship was welcome and appreciated, and saluted the gambling group as “committed partners to developing the sport of Ice Hockey within Sweden”.

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