Betsson places responsibility at the heart of SHL partnership

As the operator prepares to commence its sponsorship of the Svenska Hockey League (SHL), Betsson has emphasised its focus on social responsibility as part of the agreement.

Becoming the lead sponsor of Sweden’s highest tier of professional ice hockey, the operator replaces state gambling monopoly Svenska Spel as the SHL’s main sponsor.

Jesper Svensson, CEO of Betsson Group, commented: “We are incredibly proud to be able to support SHL and the clubs once more. We are now strengthening the good cooperation that we have built over the years.

“We will continue to be the most engaging partner and certainly the most passionate one about hockey. In short, this means that we will have the best betting offers on SHL and strengthening the coverage of the league with exciting and unique content.”

The partnership will see Betsson committed to a variety of social, campaigns and directly invest in all fourteen syndicated SHL clubs.

The SHL’s CEO Michael Marchal, praised the collaboration with Betsson, stating: “For us, it was given to partner with Betsson once more. Last year they showed us that they are a truly dedicated partner to SHL – in which they produced the very appreciated web-series “Fimpens Resa”, SHL Bibles, and also the commendable #Målcirkeln “the Goal Circle” – a charity initiative that donated money to a number of associations, including some outside of hockey.

“We, therefore, look forward for better joint initiatives that can delight our supporters and increase interest in SHL for new audiences.”