What Brynas IF does

Brynäs IF (Brynäs Idrottsförening) is a member-owned Swedish ice hockey association founded in 1912 and headquartered at Gavlehovsvägen 13 in Gävle, Sweden. The club fields men's teams in the Swedish Hockey League (SHL) and women's teams in the Swedish Women's Hockey League (SDHL), playing home matches at the 8,240-capacity Monitor ERP Arena on Sätraåsen. Beyond on-ice competition, the organization operates the Morgondagens Brynäsare youth talent development ecosystem, which formally partners with Gästriklands Ishockeyförbund and compensates feeder clubs for players advancing to Brynäs senior teams, and runs an annual Sommarhockeyskola summer hockey school priced at 4,900 SEK per week.

The club's revenue model blends consumer monetization (match tickets, season and series cards, membership fees for ~10,000 members, and merchandise sold through the Brynässopen via Intersport) with B2B revenue streams including a tiered sponsorship program (main, official, gold club, and category-specific partners), corporate hospitality in the arena's five conference rooms (8-110 persons), restaurant and lunch operations, and event hosting (concerts, conferences, banquets). Distribution is hybrid: direct through owned digital ticketing platforms (biljett.brynas.se, United Tickets), the WIMT fan app, the 'Uppe på Sätraåsen' podcast, and a broad social media presence across Facebook, Instagram, LinkedIn, X, TikTok, and YouTube, supplemented by Intersport retail for merchandise.

The club maintains a diversified community footprint anchored by approximately 10,000 members, ~1,500 corporate partners, the 'En Bra Start' school program reaching 12,000+ children annually, and the 'En ren arena' sustainability program targeting net zero emissions by 2040. Notable strategic milestones include 13 men's SM-guld (1964-2012), a first women's SM-guld in 2025/2026, a 62-season top-flight men's league streak (1960-2023) broken by relegation and immediately reversed by promotion in 2024, and the production of more than 50 NHL players including Börje Salming, Nicklas Bäckström, and Elias Lindholm.

Name

Brynas IF

Legal name

Brynäs IF (Brynäs Idrottsförening)

Website

https://brynas.se

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

101–250 employees

Short description

Brynäs IF is a member-owned Swedish ice hockey association founded in 1912 in Gävle, operating men's SHL and women's SDHL teams at Monitor ERP Arena. It generates revenue through ticketing, memberships, sponsorships, merchandise, and arena hospitality, while running the district-wide Morgondagens Brynäsare youth development ecosystem.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Club

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Professional ice hockey
• Ice hockey club
• Sports entertainment
• Youth hockey development
• Arena event services

Headquarters

HQ city

Gävle

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket and Season Card Sales: Revenue from individual match tickets, season cards, and series cards for SHL and SDHL matches at Monitor ERP Arena. Also includes 50/50 lottery during matches.
2. Merchandise Sales: Official Brynas merchandise sold through Brynasshopen (Intersport partnership) and in-arena kiosks, offering apparel and accessories.
3. Sponsorship and Partnership Revenue: Tiered sponsorship program including main partners (Sandvik Coromant, Bauer, Gavle Municipality, Monitor ERP), official partners, gold club partners, and category-specific partners (fuel, restaurant, design, merchandise, experience, communications, suit, telephone).
4. Arena Hospitality and Conference Services: Restaurant lunch service, VIP loge experiences, conference and event hosting, and corporate hockey experiences (team building events with equipment, referees, and staff included) at Monitor ERP Arena.
5. Membership Fees: Annual membership fees for ~10,000 members, including voting rights at annual meetings and access to member-exclusive content and events.
6. Summer Hockey School Registration Fees: Revenue from Morgondagens Brynäsare Summer Hockey School program, priced at 4,900 SEK per week, including equipment kit from Craft, meals, ice sessions, fitness training, and lectures.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Brynäs IF is a professional ice hockey club that competes in the SHL (men's) and SDHL (women's) leagues, selling match tickets, season cards, and memberships to fans. The club also operates the youth development program Morgondagens Brynäsare, a summer hockey school, and BrynässHopen merchandise, while leveraging the Monitor ERP Arena for hockey matches, conferences, and corporate events.

Product overview

Brynas IF is a professional ice hockey club based in Gävle, Sweden, founded in 1912. The organization operates primarily as a sports entertainment and community engagement platform. Core offerings include elite men's (SHL) and women's (SDHL) hockey teams playing at Monitor ERP Arena, which also serves as a multi-purpose venue for conferences, events, and concerts. The club operates youth development programs including Morgondagens Brynäsare talent development and the annual Somarhockeyskola summer camp. Supporting services include retail (Brynässhopen), ticketing, arena hospitality (restaurant and lunch services), membership programs, and the official podcast 'Uppe på Sätraåsen'. Social initiatives include En Bra Start (youth outreach), Jämställdhetsresan (gender equality), and En Ren Arena (environmental sustainability).

Differentiator

Problem solved

Functional benefit

Products and services

• Match Tickets (SHL and SDHL) Individual and group tickets for regular-season and playoff home matches of the Brynäs IF men's SHL team and women's SDHL team, sold to fans and families visiting the Monitor ERP Arena.
• Season and Series Cards Subscription-style ticket packages that grant fans reserved access to a full season or a selected series of Brynäs IF home matches, typically with priority seating and member benefits.
• Club Membership Annual paid membership that gives supporters voting rights and access to member benefits within the association, used to govern and financially support Brynäs IF as a member-owned organization.
• BrynässHopen Merchandise Official Brynäs IF-branded clothing, accessories, and fan merchandise sold to supporters and the general public through the BrynässHopen store and Intersport partnership.
• Morgondagens Brynäsare Youth Development Program Structured long-term youth hockey development program for aspiring young players in the Gävle region, designed to build a sustainable talent pipeline into Brynäs IF's senior teams and beyond.
• Summer Hockey School Seasonal summer hockey training program for children and young athletes, providing on-ice coaching, off-ice training, and development sessions run by Brynäs IF coaches.
• Conference and Event Services at Monitor ERP Arena Bookable venue and event services at the Monitor ERP Arena for corporate clients, conferences, dinners, and private functions, leveraging the arena's facilities and catering capacity.
• 50/50 Lottery Matchday lottery product in which supporters purchase tickets for a chance to win half of the total pool, with the remaining half supporting Brynäs IF's operations.

Quantifiable outcome

• 12,000+ children reached annually through the 'En Bra Start' social program
• +6 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

14 partnerships are on record, tiered main partner (huvudpartner), main partner (huvudpartner) and arena naming rights sponsor, official partner, official drivmedelspartner (fuel partner), core strategic partner and operational partner.

• Sandvik Coromantmain partner (huvudpartner)GTM or Marketing PartnerSandvik Coromant is listed as a main partner (huvudpartner) of Brynas IF. As a global manufacturing and tooling company, their partnership provides significant financial support and brand visibility for the club.
• Bauermain partner (huvudpartner)GTM or Marketing PartnerBauer is a main partner (huvudpartner) of Brynas IF and official equipment supplier for hockey gear. The partnership provides equipment for players and branding visibility.
• Gävle Municipality (Gavle.se)main partner (huvudpartner)Strategic or Co-development PartnerGävle Municipality is a main partner of Brynas IF, supporting the club as a key civic institution in the region. The municipality has a vested interest in the club's community and social programs.
• Monitor ERPmain partner (huvudpartner) and arena naming rights sponsorGTM or Marketing PartnerMonitor ERP holds the naming rights to Monitor ERP Arena (formerly Gavlerinken/Läkerol Arena) and is a main partner. Their brand appears prominently on all arena communications and event branding.
• Intersportofficial partnerChannel Partner/ Reseller/ DistributorIntersport operates the official Brynas IF merchandise shop (Brynässhopen) both online and in-store as an official partner. Sells official jerseys, apparel, and accessories bearing the Brynas IF brand.
• Gevaliaofficial partnerGTM or Marketing PartnerGevalia is an official partner and coffee brand with historical ties to Gävle (their factory is in Gävle). Partnership leverages local brand affinity.
• Scandicofficial partnerGTM or Marketing PartnerScandic Hotels (Scandic CH in Gävle) is an official partner and offers discounted accommodation for families attending Brynas summer hockey school.
• Lansforsakringar Gavleborgofficial partnerGTM or Marketing PartnerLänsförsäkringar Gävleborg is an official partner providing insurance and financial services, with partnership aimed at member and customer visibility.
• Gavle Energiofficial partnerGTM or Marketing PartnerGävle Energi is an official partner and local energy company with shared regional interests in sustainability and community development.
• Craft Sportswearofficial partnerGTM or Marketing PartnerCraft Sportswear is an official partner and supplier of technical sportswear for Brynas IF. Provides kits for summer hockey school participants.
• ColaBitofficial drivmedelspartner (fuel partner)GTM or Marketing PartnerColaBit is the official fuel partner of Brynas IF, providing fuel-related services and brand visibility at the club's fuel-related activities.
• TV4official partnerGTM or Marketing PartnerTV4 is an official partner and media broadcaster that co-organized the 'Game for Börje Salming' memorial match in February 2023, broadcasting from Stortorget and Monitor ERP Arena.
• Gästriklands Ishockeyförbundcore strategic partnerStrategic or Co-development PartnerBrynäs IF and Gästriklands Ishockeyförbund have a formalized cooperation agreement for the 'Morgondagens Brynäsare' talent development program. Brynas provides structured development activities for the entire district, and a revenue-sharing model compensates clubs that develop players who advance to Brynas senior teams.
• Gävle Parkeringsserviceoperational partnerOthersGävle Parkeringsservice manages parking surveillance, fee handling, and maintenance of the large parking areas at Sätraåsen owned by Gävle Municipality, after the user rights agreement with Brynas IF ended.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Frölunda HC: Gothenburg-based SHL powerhouse and Sweden's most successful modern club (multiple recent SM-guld). Directly comparable as a top-tier Swedish ice hockey club with arena, youth academy, and women's team (SDHL) operating identical revenue models.
• Färjestad BK: Karlstad-based SHL member with a long championship history and a strong corporate sponsorship culture. Comparable on elite-level men's ice hockey operations, member ownership model, and multi-revenue sponsorship programs.
• Djurgården IF Hockey: Stockholm-based SHL club within a multi-sport association. Comparable on SHL operations, brand heritage (founded 1891), youth academy, and corporate hospitality at Hovet/Globen arenas.
• Luleå HF: Northern Swedish SHL rival and recent champion. Comparable as a regional hockey powerhouse that leverages proximity to mining/industrial sponsors (similar to Sandvik/Bauer's role with Brynäs IF) and runs its own arena-as-venue operation.
• Skellefteå AIK: SHL club from northern Sweden with multiple recent championships and a deep development pipeline. Directly comparable on elite ice hockey operations and youth development model.
• HV71: Jönköping-based SHL club with strong historical pedigree and full women/youth programs. Comparable on SHL/SDHL operations, sponsorship model, and arena-based revenue.
• Växjö Lakers HC: SHL member with modern ownership and arena model. Comparable as a privately-led SHL rival operating elite hockey with corporate partnership economics similar to Brynäs's.
• Rögle BK: Ängelholm-based SHL club with strong development pipeline. Comparable on elite-tier hockey operations, youth talent funnel, and Scandinavian sponsor mix.
• MoDo Hockey: Örnsköldsvik-based SHL club with an elite youth academy. Comparable on elite hockey operations, player development DNA, and northern Sweden market dynamics.
• Malmö Redhawks: Malmö-based SHL member operating out of Malmö Arena. Comparable as an SHL club in a larger market with arena economics similar to Brynäs IF's Monitor ERP Arena model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Brynas
• YouTubeyoutube.com/user/brynasmedia
• Facebookfacebook.com/brynasif
• LinkedInlinkedin.com/company/bryn%C3%A4s-if
• Instagraminstagram.com/brynas__if
• TikToktiktok.com/@brynasif

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brynas IF