DBET has signed a three-year agreement to become the official main partner of HockeyAllsvenskan, with the partnership commencing from the 2026/27 season.
The sportsbook, which operates under Immense Group and focuses on the Nordic sports betting market, will receive branding across HockeyAllsvenskan’s television broadcasts, arenas and digital channels. The agreement also includes joint promotional activities throughout the league.
As part of the partnership, DBET will have a central role in Super Friday, HockeyAllsvenskan’s flagship match day, with plans to develop new formats centred on matches, statistics and league-related content.
DBET currently sponsors competitions in basketball and handball across the Nordic region and has identified ice hockey as a further area of focus.
The agreement between DBET and the Swedish second-tier ice hockey league will remain in place through the end of the 2028/29 season.
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.”
