What Orebro Hockey does

Örebro Hockey is a privately held Swedish professional ice hockey club founded in 1990 and headquartered in Örebro, Sweden. The club operates the men's senior team in the Swedish Hockey League (SHL), Sweden's top ice hockey division since the 2013/14 season, alongside women's (SDHL), U20, U18, and U16 teams, and runs a youth development program (Örebro Hockey Ungdom) serving over 600 children. Home matches are played at Behrn Arena, a 5,500-seat venue renovated in 2010-2012 and expanded in 2015/16, with the club also operating conference facilities, restaurants (The View), and partner lounges on the site.

The club's digital infrastructure is conventional and consumer-facing rather than technically differentiated. It includes an iOS/Android mobile app delivering news, statistics, push notifications, and ticket management, the Halva Potten digital lottery on the Clubmate platform (Swish-enabled since the 2025/26 season), Tickster for ticket sales, and a digital calendar subscription for match schedules. No proprietary AI/ML, data platform, or API ecosystem is in evidence. The technology footprint is best characterized as standard sports-club digital tooling layered on third-party services.

Örebro Hockey generates revenue across six streams: ticket sales and season passes (SHL and junior matches), corporate partnerships (450+ companies across Diamond, In Frigore Lounge, and Official Partner tiers), annual membership fees, merchandise through an online store and authorized retailers, food and beverage sales at Behrn Arena, and the Halva Potten lottery (50% to winners, 50% to the club and charity). The go-to-market is hybrid: direct-to-consumer through digital channels and the arena, plus B2B via the partner network, with broadcast distribution handled by TV4 Play and SvenskHockey.tv. The legal structure is a Swedish sports association (Örebro Hockey Klubb) with a separate operating company (Örebro Elithockey AB) handling elite operations, and there are no venture, private equity, or public shareholders.

Name

Orebro Hockey

Legal name

Örebro Hockey Klubb

Website

https://orebrohockey.se

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Örebro Hockey is a Swedish professional ice hockey club founded in 1990, operating the men's SHL team, women's SDHL team, and youth programs in Örebro, generating revenue from tickets, corporate partnerships, membership, merchandise, arena hospitality, and a digital lottery.

Ownership category

akta.pro rank

Product category

Professional Sports Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Ice Rinks & Winter Sports Facilities (MPAKAEAG), Club Sports Programs (EDALAIAB)

Keywords

• Professional ice hockey
• Sports club management
• Live event entertainment
• Sports merchandise retail
• Corporate sponsorship programs

Headquarters

HQ city

Örebro

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Revenue from individual match tickets and season passes for SHL, junior matches, and playoff games at Behrn Arena.
2. Corporate Partnerships: Partner network with over 450 companies including Diamond Partners, In Frigore Lounge Partners, and Official Partners. Partners receive lounge access, advertising, and networking opportunities.
3. Membership Fees: Annual membership fees providing voting rights, priority ticket access, newsletter, and partner discounts.
4. Merchandise Sales: Official supporter shop and souvenir sales through online store and physical retailers.
5. Food & Beverage: Restaurant, lounges, bars, and kiosk sales during matches. Includes The View restaurant, Players Lounge, Time Out Bar, Terrassen, and match loges.
6. Halva Potten Lottery: Digital lottery where half goes to winners and half to the club, supporting U16 and Örebro Stadsmission. Prizes up to 50,000 SEK.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Örebro Hockey operates a professional ice hockey club competing in the SHL (Sweden's top men's league) and SDHL (women's), supplemented by U20, U18 and U16 teams. The club sells live match entertainment through season tickets, individual match tickets, and match streaming, complemented by arena hospitality (restaurants, lounges, bars), official merchandise, a digital lottery (Halva Potten), conference rentals at Behrn Arena, and a hockey gymnasium (NIU) combining elite training with secondary education.

Product overview

Örebro Hockey operates as a multi-level ice hockey club offering a portfolio of products and services centered around live hockey entertainment. The core offering is the SHL men's team competing in Sweden's top hockey league, supported by women's (SDHL), U20, U18, and U16 teams. Fan-facing products include season tickets (Säsongskort), the official mobile app providing statistics and ticket management, and the Halva Potten digital lottery. The organization generates revenue through merchandise sales, arena hospitality services (restaurants, lounges, bars), conference facilities rental, and match streaming. Youth development is supported through the Hockey Gymnasium (NIU) program providing combined sports education and elite training.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets (Säsongskort) Full-season ticket packages for all SHL home games at Behrn Arena, providing priority access to playoff matches, a personalized named seat, exclusive souvenirs, and supporter content via the mobile app. Sold on an annual subscription basis as the most economical match access option.
• Match Tickets (Individual) Single-match ticket sales for SHL, junior matches, and playoff games at Behrn Arena (5,500-seat capacity), distributed via the Tickster online platform and on-site box office. Provides access to live ice hockey entertainment with food, beverage, and merchandise available on-site.
• Souvenirs and Merchandise Official merchandise including jerseys, apparel, and souvenirs sold through the official online web shop and through authorized retail partners (Elon stores, ICA supermarkets, Johnells). Provides supporters with branded club apparel and memorabilia.
• Arena Hospitality Services Food and beverage services at Behrn Arena including The View restaurant, Players Lounge, Time Out Bar, Fans Corner, Terrassen, and match loges. Open during match events and available for corporate partners with lounge access across partnership tiers.
• Conference Facilities Conference and meeting room rentals at Behrn Arena with half-day and full-day packages including venue, lunch, and refreshments. Targeted at regional businesses seeking event venues connected to a premium sporting location.
• Hockey Gymnasium (NIU) National Sports Education program in collaboration with Virginska Gymnasiet, offering combined secondary education and elite hockey training for aspiring players recruited nationally to Örebro. Operated as a talent development pathway for the club's junior and senior teams.
• Halva Potten Digital Lottery Digital lottery where half of proceeds are returned to winners and the other half supports the club (U16 program) and charity partner Örebro Stadsmission. Prizes up to 50,000 SEK. Sold online to fans aged 18 and over.
• Örebro Hockey Mobile App Official mobile application for iOS and Android providing news, match statistics, team rosters, push notifications, ticket management, and exclusive partner offers for fans and members. Partners receive push notifications ahead of public team-building announcements.
• Club Membership Annual membership (May 1 to April 30) providing voting rights at the annual meeting, priority access to ticket releases, 10% discount in the supporter shop, newsletter, and partner benefits. Operates as a recurring subscription supporting the club's member-based governance.
• Corporate Partnership Tiers Multi-tier sponsorship program for businesses including Diamond Partners, In Frigore Lounge Partners, and Official Partners. Provides members of a network of more than 450 companies with lounge access, advertising, branding, networking, and corporate hospitality benefits.

Quantifiable outcome

• Over 600 children and youth engaged in hockey programs under Örebro Hockey Ungdom
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered major, core and minor.

• BehrnmajorOthersMain arena partner and sponsor visible in venue branding.
• SvenskaspelmajorGTM or Marketing PartnerSwedish gaming company providing sponsorship and odds content integration.
• Bauer HockeycoreGTM or Marketing PartnerEquipment partner providing hockey gear to the team.
• TV4 PlaycoreGTM or Marketing PartnerBroadcasting partner for SHL match streaming.
• VVS ServicemajorGTM or Marketing PartnerDiamond Partner 2026/27 - Plumbing and HVAC services company.
• AhlsellmajorGTM or Marketing PartnerDiamond Partner 2026/27 - Industrial and construction supplies.
• KinnarpscoreGTM or Marketing PartnerDiamond Partner 2026/27 - Furniture and interior design with Kinnarps Lounge named after them.
• Länsförsäkringar BergslagenmajorGTM or Marketing PartnerDiamond Partner 2026/27 - Regional insurance company.
• In FrigorecoreGTM or Marketing PartnerIn Frigore Lounge naming partner - provides exclusive lounge access to partners.
• SäkraminorGTM or Marketing PartnerFinancial services company presenting Halva Potten lottery. Partner within savings, pensions, and insurance.
• Örebro StadsmissioncoreStrategic or Co-development PartnerCharity partner receiving proceeds from Halva Potten lottery and hosting fundraising matches. Collaborated since 2021.
• Örebro UniversitetminorStrategic or Co-development PartnerEducational institution partner for CSR initiatives and community engagement.
• UNHCRminorStrategic or Co-development PartnerUN refugee agency partnered through charitable initiatives.
• Movember FoundationminorStrategic or Co-development PartnerCharity partner for men's health awareness initiatives.
• Örebro PrideminorStrategic or Co-development PartnerLGBTQ+ organization partnered for inclusivity initiatives.
• Virginska GymnasietcoreStrategic or Co-development PartnerEducational partner for hockey gymnasium program combining sports training with secondary education.

Scale indicators5 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• HV71: HV71 is an SHL club based in Jönköping, another mid-sized Swedish city. Closely comparable in scale, regional brand focus, partnership tier structure, and arena-revenue model.
• Färjestad BK: Färjestad BK is a historic SHL club with a large corporate sponsor base and a comparable mix of elite team operations and youth development. The club operates Löfbergs Arena and follows a similar revenue model combining ticketing, partnerships, and F&B.
• Djurgårdens IF Hockey: Djurgårdens IF Hockey competes in the SHL from Stockholm, offering a benchmark for SHL club operations at the larger end of the league. Comparable in core product (SHL hockey) but operates from a much larger market with Hovet arena.
• Linköping HC: Linköping HC is an SHL competitor based in another mid-sized Swedish city, with a similar regional brand identity and comparable arena scale. The two clubs compete head-to-head for regional sponsorship dollars, mid-tier talent, and SHL survival.
• Frölunda HC: Frölunda HC is one of Sweden's most successful SHL clubs based in Gothenburg, competing in the same league as Örebro with a similar mix of elite team operations, youth academy, and corporate partnerships. Both clubs operate modern multi-purpose arenas with F&B and event revenue, making them the most directly comparable benchmark.
• Rögle BK: Rögle BK is an SHL club based in Ängelholm with a similar mid-sized-city profile, family ownership history, and youth development pipeline. Comparable in operational structure and revenue mix.
• Växjö Lakers HC: Växjö Lakers HC is a successful SHL club from another mid-sized Swedish city. Strong benchmark for youth academy output and corporate partnership monetization in a non-major-metro Swedish market.
• Skellefteå AIK: Skellefteå AIK is an SHL club from a mid-sized Swedish city with strong regional identity and similar arena scale. Direct comparable in market position, partnership-driven revenue, and youth development emphasis.
• Malmö Redhawks: Malmö Redhawks is an SHL club from a major Swedish metro area. Operates in the same league with similar revenue streams including corporate hospitality, F&B, and merchandise, though with a larger addressable market.
• Luleå HF: Luleå HF is a northern Sweden SHL club with a strong corporate partner ecosystem (including major industrial sponsors) — comparable in that the Örebro corporate partnership model mirrors Luleå's regional-B2B-driven revenue approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/orebrohockey
• YouTubeyoutube.com/orebrohockeyplay
• Facebookfacebook.com/orebrohockey
• LinkedInlinkedin.com/company/%C3%B6rebro-hockey
• Instagraminstagram.com/orebrohockey
• TikToktiktok.com/@orebro.hockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Orebro Hockey