Gaming operator Betsson has announced that they've extended their sponsorship with the Swedish Hockey League for a second year.
The agreement will run for the next three seasons and will see Betsson actually stepping up to serve as the league's main sponsor. The deal will see Betsson getting exclusive marketing rights and exposure during games. In exchange, Betsson will be paying each of the 14 clubs in the league a substantial investment.
Speaking about the deal Betson CEO Jesper Svensson noted: "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."
Swedish Hockey League CEO Michael Marchal added: "Last year, Betsson 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 more good joint initiatives that can delight our supporters and increase interest in SHL for new audiences."