Swedish professional ice hockey league HockeyAllsvenskan has appointed sports betting brand DBET as its official main partner under a comprehensive three year agreement.
The commercial sponsorship will enter into full effect ahead of the 2026-27 season, running consecutively through the conclusion of the 2028-29 winter sports cycle.
Under the terms of the multi year partnership, DBET will receive prominent brand placement across all HockeyAllsvenskan television broadcasts, land-based team arenas, and centralized digital media platforms, supported by interactive fan activation programs. Crucially, the betting brand will assume a central branding role during Super Friday, which operates as the league’s highest profile weekly matchday.
The two organizations plan to co-develop fresh entertainment formats constructed around live match content, detailed team statistics, and interactive fan engagement experiences. DBET operates under the corporate umbrella of the Immense Group, utilizing the hockey partnership to supplement its active Nordic sports betting portfolio.
Marcus Adler, Nordic Head of DBET, emphasized that anchoring the brand alongside community driven sports formats forms a core pillar of their regional marketing strategy:
“HockeyAllsvenskan is one of Sweden’s most engaging and supporter-connected leagues, with strong local roots that we at DBET truly value. Sport that brings local communities together sits at the heart of our strategy, and ice hockey is a natural and welcome addition to a portfolio where we already work across basketball, handball and several other sports.”
Gabriel Monidelle, CEO of HockeyAllsvenskan, confirmed that the long term collaboration focuses on enhancing the entertainment value delivered to hockey fans:
“We are very pleased to welcome DBET as the main partner of HockeyAllsvenskan. Together, we want to create an even stronger experience for our supporters and continue developing the league. Our ambition is to continue developing Super Friday together with DBET and the clubs through new activations around some of our biggest match days.”
Linnea Leijonklo, Commercial Manager at HockeyAllsvenskan, added that both groups are committed to executing their commercial activations under strict responsible gaming frameworks:
“There is a shared ambition in this partnership to build on the commercial opportunities while also developing the collaboration responsibly together with the league and the clubs.”
