Djurgården Hockey

What Djurgården Hockey does

Djurgården Hockey (Djurgårdens IF Hockey) is a Stockholm-based professional ice hockey club operating since 1891, fielding a men's team in the Swedish Hockey League (SHL), a women's team in the Swedish Women's Hockey League (SDHL), and youth squads at U20 and U18 levels. The club plays home games at Hovet and the Avicii Arena (Stockholm Globen) and is organized under two legal entities: Djurgården Hockey AB handling commercial operations and Djurgårdens IF Ishockeyförening (the nonprofit sports association covering membership and grassroots activity). Core products span elite-team competition, youth development (DIF Hockey Academy and Winter Hockey School), and the DIF Skol IF school-integrated sports program that embeds Djurgården coaches in 30+ Greater Stockholm schools, reaching more than 1,000 children daily. Underlying technical infrastructure is an event-management and ticketing platform (Sportality, including AXS Fan Account and ebiljett.nu for season and single-match ticketing), a digital membership portal (medlem.difhockey.se), and DIF TV on YouTube for content distribution; no proprietary AI or advanced technology stack is disclosed.

The revenue model is multi-stream: (1) one-time and seasonal ticket sales across nine pricing tiers (Gold 10,450 SEK to Klack Student 2,200 SEK, plus SDHL Dam at 500 SEK), with playoff access bundled; (2) recurring memberships at 300-800 SEK annually (Lifetime 6,000 SEK) that are a prerequisite for season-ticket purchase; (3) tiered corporate sponsorships (main, premium, official) across 100+ partners including Adidas, CCM, Interbus, Riddermark Bil, Svenska Spel, DNB Carnegie, and Hyundai; (4) merchandise via DIF-butiken retail (Globen Shopping) and difbutiken.se e-commerce (Adidas and CCM apparel); (5) VIP/hospitality experiences (Hovets Hylla and Hovmästaren); (6) match-day 50/50 lottery at 25 SEK per ticket (half to youth hockey); (7) Svenska Spel Gräsroten/Supportern revenue. Go-to-market combines event-driven match-day acquisition with a community-led membership model, plus partnership sales ([email protected]). Customer segments split between supporters/hockey fans, children/youth in schools, corporate partners, and premium/hospitality buyers.

Name

Djurgården Hockey

Legal name

Djurgården Hockey AB

Website

https://difhockey.se

Company type

Private

Founded year

1891

Operating status

Operating

Headcount range

51–100 employees

Short description

Djurgården Hockey is a Stockholm-based professional ice hockey club founded in 1891, operating men's (SHL), women's (SDHL), and youth teams out of Hovet and Avicii Arena, serving Stockholm supporters, corporate sponsors, and youth-community programs through ticketing, memberships, sponsorships, merchandise, and the DIF Skol IF school program.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Club

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Ice hockey club
• Professional hockey team
• Sports membership programs
• Youth hockey development
• Hockey arena events

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from individual match tickets and season tickets across SHL, SDHL, U20, and U18 games at Hovet and Avicii Arena. Season tickets include playoff access and various seating categories from Klack standing to Gold tier.
2. Memberships: Annual and lifetime membership fees providing voting rights, ticket priority, exclusive offers, and newsletter access. Categories include youth (300 SEK), adult (500 SEK), pensioner (350 SEK), family (800 SEK), and lifetime (6,000 SEK).
3. Sponsorships: Partnership tiers including main/partners, premium partners, and official partners with brand exposure in arena, on website, and in digital channels. Includes main partners like CCM Hockey, Interbus, Riddermark Bil, and over 100 additional corporate partners.
4. 50/50 Lottery: Lottery tickets sold at 25 SEK each during home matches. Half of proceeds go to winners and half to Djurgården Youth hockey. Maximum prize of 50,000 SEK per winner.
5. Merchandise: DIF-butiken retail store in Globen Shopping selling official merchandise including apparel from partners Adidas and CCM, as well as souvenirs. E-commerce at difbutiken.se.
6. VIP Experiences: VIP ticket packages including Hovets Hylla (premium viewing with bar), Hovmästaren restaurant with match viewing, and corporate hospitality options.
7. Svenska Spel Partnership: Revenue from Svenska Spel Gräsroten (annual support based on supporters choosing DIF as favorite team) and Supportern (percentage of gambling revenue directed to club).

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

Djurgården Hockey operates elite men's (SHL), women's (SDHL), U20 and U18 ice hockey teams playing home matches at Hovet and Avicii Arena in Stockholm. The club sells season tickets, individual match tickets, multi-tier memberships, official merchandise, VIP hospitality experiences (Hovets Hylla, Hovmästaren), corporate sponsorship packages, a 50/50 match-day lottery, and runs youth development programs including DIF Hockey Academy, Winter Hockey School, and the DIF Skol IF school-integrated sports initiative.

Product overview

Djurgården Hockey is a multi-team professional ice hockey club operating as a unified sports organization. Its core product portfolio spans elite competition teams (SHL Men's, SDHL Women's, U20, U18), supported by youth hockey (DIF Hockey Academy), and the innovative DIF Skol IF school-integrated sports program. Revenue-generating products include membership tiers (Barn, Ungdom, Vuxen, Pensionär, Familj, Ständigt), season ticket packages (Guld, Silver, Brons, Kurva, Aktiv, Bas, Klack categories), individual match tickets with VIP experiences (Mat & Hockey / Hovets Hylla, Hovmästaren), official merchandise (DIF-butiken), the 50/50 raffle lottery, corporate partnership programs, and supporter-focused deals (Vimla, DentMe, Viking Line, Readly). Digital content is delivered via DIF TV on YouTube. Fundraising initiatives include Svenska Spel Gräsroten and Supportern. All programs are built on the Sportality platform.

Differentiator

Problem solved

Functional benefit

Brands

• DIF Skol IF: School sports program integrating physical activity into school days for children ages 7-18
• Djurgården Hockey Academy
• DIF TV
• 50/50-lotten
• Djurgårdsbutiken
• Djurgårdsskölden

Products and services

• SHL Men's Team (Herrlaget)
• SDHL Women's Team (Damlaget)

Quantifiable outcome

• 248,000 tickets sold with 27 sold-out home matches and 34 consecutive full houses
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered main partner, official partner, minor and core.

• CCM Hockeymain partnerTechnology or IntegrationCCM Hockey is a main partner providing hockey equipment and apparel. Featured as one of the main/partners on the club's partner page with logo placement.
• Interbusmain partnerGTM or Marketing PartnerInterbus is a main partner providing transportation services. Featured as one of the main partners on the club's partner page.
• Riddermark Bilmain partnerGTM or Marketing PartnerRiddermark Bil is a main partner in the automotive sector. Featured as one of the main partners on the partner page.
• Bukogroupmain partnerGTM or Marketing PartnerBukogroup is a main partner. Featured as one of the main partners on the partner page.
• B2B IT-Partnerofficial partnerTechnology or IntegrationIT services partner listed among official partners on the partner page.
• Nordic Wellnessofficial partnerGTM or Marketing PartnerNordic Wellness (formerly Sportlife) is a fitness partner. Featured on partner page and DIF-butiken with logo placement.
• Hyundai Motor Swedenofficial partnerGTM or Marketing PartnerAutomotive partner providing vehicles. Listed among official partners on partner page.
• Peabofficial partnerGTM or Marketing PartnerConstruction company partner. Listed among official partners on the partner page.
• Mieleofficial partnerGTM or Marketing PartnerPremium appliances partner. Listed among official partners on the partner page.
• IF Skadeförsäkringofficial partnerGTM or Marketing PartnerInsurance partner. Listed among official partners on the partner page.
• Corem Property Groupofficial partnerGTM or Marketing PartnerReal estate partner. Listed among official partners on the partner page.
• Ramirentofficial partnerGTM or Marketing PartnerEquipment rental partner. Listed among official partners on the partner page.
• Vimlaofficial partnerGTM or Marketing PartnerMobile operator partner. When customers switch to Vimla, 400 SEK goes to Djurgården Hockey and 10 SEK/month goes to youth hockey. Supporter deal partner.
• DentMeofficial partnerGTM or Marketing PartnerDental care membership service. 50% discount for Djurgårdare for 3 months, plus 150 SEK per membership goes to youth hockey.
• Viking Lineofficial partnerGTM or Marketing PartnerCruise line partner since 2023. 45% discount on Viking Glory cruises plus 50 SEK per booking goes to DIF.
• ReadlyminorGTM or Marketing PartnerDigital magazine subscription service. 75 days free trial for DIF supporters, plus 50 SEK to youth hockey at first paid month.
• Karl GranminorGTM or Marketing PartnerSwedish watch brand. 10% discount on entire range with DIFHOCKEY10 code, plus 10% of each purchase goes to Djurgården Hockey.
• PirelliminorGTM or Marketing PartnerTire partner through Bythjul.com. Free Pirelli Podium cap (value 550 SEK) with tire purchase using code KEPS.
• AsedominorGTM or Marketing PartnerBusiness telecommunications provider. Companies can purchase business subscriptions through Asedo with portion going to Djurgården Hockey.
• SupportersnacksminorGTM or Marketing PartnerSwedish snack company. Djurgården chips (gräddfil & lök, lightly salted) sold in Stockholm ICA and Coop stores with 5 SEK per bag going to DIF.
• Adidasmain partnerTechnology or IntegrationApparel partner providing official clothing and merchandise. Mentioned as main partner along with CCM for hockey apparel.
• Djurgården FotbollcoreStrategic or Co-development PartnerJoint initiatives including Framgång och Framtid strategy, DIF Skol IF shared program, and broader sustainability initiatives. Respective clubs maintain operational autonomy.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Frölunda HC: Frölunda HC is one of the most decorated SHL clubs, based in Gothenburg. Direct SHL competitor with comparable multi-tier operations, large corporate partner base, and youth development infrastructure, making it the most relevant commercial and sporting comparable for Djurgården.
• Färjestad BK: Färjestad BK is a historic SHL club based in Karlstad with multiple championships and a large fan base. Operates comparable SHL, junior, and women's programs with similar membership-driven supporter model and corporate sponsorship structure.
• Rögle BK: Rögle BK is an SHL club based in Ängelholm with comparable youth-to-pro pipeline and ticketing operations. Operates with similar reliance on season ticket, membership, and corporate partnership revenue streams.
• Linköping HC: Linköping HC is an SHL club based in Linköping with comparable multi-tier operations and corporate sponsorship footprint. Operates in a similar mid-sized Swedish market context.
• Skellefteå AIK: Skellefteå AIK is one of the most successful recent SHL clubs with strong academy output. Comparable in combining elite men's performance with youth development depth in a single Swedish regional market.
• Brynäs IF: Brynäs IF is a historic SHL club based in Gävle with a similarly long heritage and traditional Swedish hockey supporter culture. Comparable in operating model spanning men's, women's, and junior teams with strong local market identity.
• HV71: HV71 is a Jönköping-based SHL club with similar scale operations across men's, women's, and youth teams. Operates in a comparable mid-sized Swedish market with similar sponsorship and ticketing revenue mix.
• Malmö Redhawks: Malmö Redhawks is an SHL club based in Malmö with comparable scale operations across men's and youth teams. Relevant comparable for major-market Swedish hockey economics and partnership pricing.
• MoDo Hockey: MoDo Hockey is an SHL club based in Örnsköldsvik with strong academy reputation. Comparable for youth development focus and as a smaller-market SHL operator with similar revenue mix dependencies.
• Luleå HF: Luleå HF is a top SHL club from northern Sweden with strong recent competitive results. Comparable as a multi-team ice hockey operation spanning SHL and youth programs with established match-day economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DIFHockeyse
• YouTubeyoutube.com/@difhockey
• Facebookfacebook.com/difhockeyse
• Instagraminstagram.com/difhockeyse
• TikToktiktok.com/@difhockeyse
• LinkedInlinkedin.com/company/djurg-rden-hockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries3 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 Djurgården Hockey