DBET Secures Three-Year HockeyAllsvenskan Partnership Starting 2026/27 Season

DBET has been announced as the main partner of HockeyAllsvenskan in a landmark three-year deal, set to commence with the 2026/27 season and extend through to 2028/29. The agreement grants DBET prominent visibility across TV broadcasts, arenas, and digital platforms, with a special emphasis on the league’s flagship Super Friday matchday.

The partnership will see DBET integrate into the fabric of HockeyAllsvenskan, offering joint activations and innovative formats centered around matches, statistics, and fan engagement. This move aligns with DBET‘s focus on the Nordic sports betting market, where it already operates across basketball, handball, and other sports.

Gabriel Monidelle, CEO of HockeyAllsvenskan, expressed enthusiasm for the collaboration, stating: ‘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.’ He further 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, highlighted the shared vision behind the partnership: ‘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.’

For DBET, this partnership marks a strategic expansion into ice hockey, a sport deeply rooted in local communities. The company’s representative noted: ‘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 our portfolio.’

This deal underscores the growing importance of sports partnerships in the iGaming sector, offering operators like DBET a platform to engage with fans while enhancing the overall spectator experience.