HockeyAllsvenskan signs DBET as main partner in multi-year ice hockey expansion

Swedish second-tier ice hockey league HockeyAllsvenskan has appointed DBET as its official main partner in a three-year agreement, beginning with the 2026/27 season.

DBET, which operates under Immense Group and focuses on the Nordic sport’s betting market, already works across basketball, handball, and other sports, and sees HockeyAllsvenskan as a natural next step in that growth.

The partnership gives DBET visibility across HockeyAllsvenskan’s TV broadcasts, arenas and digital platforms, alongside joint activation opportunities throughout the league. DBET will also take a central role in Super Friday, the league’s highest-profile match day, with both parties committed to developing new formats built around matches, statistics and the wider league experience.

For DBET, the partnership brings the brand into one of Sweden’s strongest community-supported sports. The brand already works across Nordic basketball and handball, while HockeyAllsvenskan’s links to local clubs, towns and supporters reflect the type of competitions DBET has continued to support in the region.

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, Monidelle 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.”

The agreement runs through the 2028/29 season.