Betting brand takes prominent placement across broadcasts, arenas and digital, with a focus on the league’s Super Friday matchday.
HockeyAllsvenskan has appointed DBET as its main partner under a three-year agreement starting with the 2026/27 season. The deal runs through the 2028/29 season.
Under the partnership, DBET will receive visibility across HockeyAllsvenskan TV broadcasts, arenas and digital platforms, alongside joint activation opportunities. DBET will also take a central role in Super Friday, the league’s highest-profile matchday, with the parties planning new formats built around matches, statistics and the wider league experience.
DBET operates under Immense Group and focuses on the Nordic sports betting market. The company said it already works across basketball, handball and other sports, and positioned HockeyAllsvenskan as its next step in that portfolio.
Marcus Adler, Nordic Head of DBET, said: “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, said: “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.” On Super Friday, he added: “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, said: “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.”
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