DBET Becomes Main Partner of HockeyAllsvenskan

DBET has entered into a three-year partnership with HockeyAllsvenskan, becoming the league’s official main partner from the start of the 2026/27 season.

The agreement will see the Nordic-focused sportsbook gain visibility across HockeyAllsvenskan’s broadcast coverage, arena branding and digital platforms. The collaboration will also feature a range of joint marketing initiatives designed to engage fans throughout the season.

A key element of the partnership is DBET’s involvement in Super Friday, HockeyAllsvenskan’s headline matchday concept. Together, the two parties intend to introduce new content formats focused on games, statistics and league-related storytelling to enhance the fan experience.

DBET, which operates under Immense Group, has already established partnerships across basketball and handball in the Nordic region and is now expanding its presence in ice hockey through the deal.

The partnership is scheduled to run until the conclusion of the 2028/29 campaign.

Marcus Adler, Nordic Head of DBET, said: “HockeyAllsvenskan is one of Sweden’s most passionate and community-driven leagues, which aligns closely with our values. Supporting sports that unite local communities is central to our strategy, and ice hockey is a natural addition to the sports we already work with across the Nordic market.”

HockeyAllsvenskan CEO Gabriel Monidelle welcomed the agreement, highlighting its potential to strengthen supporter engagement and contribute to the league’s continued development.

Commenting on Super Friday, Monidelle added that both parties aim to create new activations around some of the league’s biggest matchdays together with participating clubs.

Linnea Leijonklo, Commercial Manager at HockeyAllsvenskan, noted that the partnership is built around a shared ambition to develop commercial opportunities while maintaining a responsible and sustainable approach alongside the league and its clubs.