What HV71 does

HV71 is a privately organized Swedish ice hockey club founded in 1971 through the merger of Husqvarna IF's hockey section and Vätterstads IF, headquartered at Husqvarna Garden arena in Jönköping, Sweden. The club operates men's and women's elite teams in Sweden's top leagues (SHL and SDHL respectively), along with junior (U20/U18), youth (U9–U16), and a free Hockeyskolan program serving children born 2019–2021, with more than 500 active youth participants. Beyond the on-ice product, HV71 runs a multi-revenue-stream venue and hospitality business anchored by Husqvarna Garden — one of Europe's largest hockey centers, featuring four ice rinks under one roof, a 6,800-seat arena, 497 luxury loge boxes, five bars, a skybar, four conference rooms, and a 230-seat restaurant (Restaurant Cezar).

The core technology and platform components are sports operations, venue/event management, and a recently launched HV-appen mobile application (September 2024, developed with partner Never Offside) that provides digital ticketing, match statistics, real-time notifications, exclusive partner offers, and in-app merchandise purchasing. The organization owns its arena through a wholly-owned subsidiary, HV71 Fastighets AB, and runs elite hockey operations through HV71 Elitishockey AB; the parent is governed as a member-based sports association (ideell förening) under chairman Tommy Fritz.

Revenue mechanics span six streams: ticket sales (season tickets, single-match tickets, Flexpott prepaid bundles of 10/20/30, family packages from 99 SEK); a multi-tiered sponsorship program anchored by Husqvarna Group (main sponsor, ~50 years) plus Premium, Gold (230,000–499,000 SEK), Silver (150,000–229,000 SEK), Bronze (100,000–149,000 SEK), Club (50,000–99,000 SEK), and Corporate (30,000–49,000 SEK) tiers totaling approximately 400 contracted business partners and ~1,400 corporate contacts; venue and event rentals at 15,000–30,000 SEK per day for the exhibition hall and arena floor; food and beverage across multiple venues; merchandise through an Intersport Asecs retail partnership and a direct web shop; and annual memberships at 250 SEK (individual), 500 SEK (family), and 5,000 SEK (lifetime). The go-to-market is sales-led, with direct sales teams handling corporate partnerships, conferences, and ticketing, supported by social media (Facebook, Instagram, X, YouTube/HVTV, LinkedIn), email/newsletter, and partner referral channels.

Name

HV71

Legal name

HV71

Website

https://hv71.se

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

HV71 is a Swedish ice hockey club based in Jönköping, founded 1971, operating men's (SHL) and women's (SDHL) elite teams plus junior and youth programs. It generates revenue from tickets, multi-tiered sponsorships, venue rentals at Husqvarna Garden, F&B, merchandise, and memberships, serving fans, corporate partners, and youth players.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Operators Of Nonresidential Buildings (6512)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Professional ice hockey
• Sports entertainment
• Hockey arena events
• Corporate sponsorship packages
• Youth hockey development

Headquarters

HQ city

Jönköping

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Ticket Sales: Revenue from single match tickets, season tickets (säsongskort), flexpott prepaid packages, and family packages for SHL and SDHL games
2. Sponsorship and Partnerships: Multi-tiered sponsorship program including main sponsor (Husqvarna Group), premium partners, platinum, gold, silver, bronze, club partners, and corporate partners at various annual fee levels ranging from 30,000 to 499,000 SEK
3. Venue and Event Rentals: Husqvarna Garden arena rental for conferences, exhibitions, concerts, and events including match loges (luxury boxes) and restaurant services
4. Food and Beverage: Restaurant Cezar, Big Ice Sportsbar, Guldbaren, Kebabhörnan, HV71 Zone, and catering services during matches and events
5. Merchandise Sales: Souvenirs, merchandise, and branded products sold through Intersport Asecs, own web shop, and at arena matches
6. Membership: Annual membership fees: Individual 250 SEK, Family 500 SEK, Lifetime 5,000 SEK

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

HV71 operates a professional ice hockey club fielding men's (SHL) and women's (SDHL) teams, runs a youth hockey academy with 500+ participants, owns Husqvarna Garden arena (6,800 capacity, four ice rinks), and sells match tickets, season passes, premium hospitality lodges, conference and event venue services, sponsorships, merchandise, and memberships. The club also operates the HV-appen mobile application for fan engagement and ticket purchasing.

Product overview

HV71 is a comprehensive Swedish ice hockey organization offering elite competitive teams at multiple levels (men's SHL, women's SDHL, junior U20/U18, and extensive youth programs), complemented by a full hospitality and events business centered at Husqvarna Garden arena. The organization operates as a platform combining: elite hockey teams (HV71 Herr/Dam), youth development (Hockeyskolan free program, junior and youth teams), venue operations (6,800-seat Husqvarna Garden with lodges, conference facilities, restaurants), digital engagement (HV71 mobile app), and ancillary services (membership program, merchandise, match tickets/season passes). Additionally, HV71 maintains charitable foundations (Stefan Livs Minnesfond, Nybergsfonden) supporting goaltender development and inclusive youth hockey access. The organization also organizes youth tournaments and operates conference/event hosting services.

Differentiator

Problem solved

Functional benefit

Brands

• Husqvarna Garden: Multi-purpose arena and event venue operated by HV71, one of Europe's largest hockey centers with 6,800 spectator capacity, conference facilities, restaurants, and four ice surfaces.

Products and services

• HV71 Herr (Men's Elite Team) Elite men's professional ice hockey team competing in Sweden's top league (SHL), playing home games at Husqvarna Garden. Targeted at hockey fans in Sweden.
• HV71 Dam (Women's Elite Team) Elite women's professional ice hockey team competing in Sweden's top women's league (SDHL), playing home games at Husqvarna Garden. Targeted at hockey fans and families.
• HV71 Junior Teams (U20/U18) Junior ice hockey teams competing in U20 Nationell Södra and U18 Regional Syd leagues. Targeted at developing young hockey players (typically aged 16-20) progressing through HV71's competitive pathway.
• HV71 Youth Hockey Programs Youth hockey programs including free Hockeyskolan (hockey school) for children born 2019-2021, youth teams from U9 to U16, and development camps. Targeted at children and teenagers developing ice hockey skills, with 500+ active youth participants.
• Husqvarna Garden Arena Venue Hire Multi-purpose arena venue with 6,800 spectator capacity, 497 loge boxes, five bars, skybar, conference center with four rooms, restaurant for 230 guests, and VIP lounge. One of Europe's largest hockey centers. Available for conference hosting, exhibitions, concerts, and corporate events. Conference rooms at 199 SEK/person full day, exhibition hall at 20,000 SEK first day, full arena floor at 30,000 SEK first day.
• Matchlodges (Premium Hospitality Suites) Premium hospitality suites at Husqvarna Garden including Matchvärdslogen (25 persons, 50,000 SEK), Scandic-logen, Willa Nordic-logen, Nordlo-logen, Time Out-logen, Nybergs-logen, and TV-hyllan (10 persons, 15,000 SEK), with prices including dinner and various amenities. Season loges also available in VIP lounge with pre-ordering capabilities.
• Restaurant Cezar and Arena Food & Beverage Arena restaurant operations with 180-seat capacity at Cezar (including terrace dining), plus Big Ice Sportsbar, Guldbaren, Kebabhörnan, HV71 Zone, and catering services during matches and events. Three-course dinner with match ticket from 895 SEK; main course with ticket from 695 SEK; terrace three-course from 1,195 SEK. Lunch menu at 149 SEK (10-ticket booklet for 1,340 SEK). Also includes HV-soffan (weekday 895 SEK, weekend 995 SEK) including dinner and match ticket.
• HV71 Souvenirs and Merchandise Official HV71 branded merchandise including clothing, accessories, and the 'Ett Liv' commemorative bracelet (150 SEK with 50 SEK donated to memorial fund). Sold through Intersport Asecs, the HV71 web shop, and at arena matches.
• HV71 Membership Program Annual membership program offering voting rights at annual meetings, priority ticket access, member discounts on merchandise and restaurant, and 15% discount on Husqvarna online products. Individual 250 SEK per season, family 500 SEK per season, lifetime membership 5,000 SEK one-time payment. Valid May 1 to April 30.
• Season Tickets and Match Tickets Season tickets and individual match tickets for SHL and SDHL games. Includes Flexpott (10, 20, or 30 ticket prepaid bundles), family packages from 99 SEK per person, and gift cards in denominations of 100, 300, and 500 SEK.
• HV71 Youth Hockey Tournaments Organized youth hockey tournaments including HV71 Trophy U15, HV71 Scandic Trophy U11/U12, HV71 Prolympia Trophy U13, and Länsförsäkringar Cup U14. Targeted at youth hockey teams and clubs seeking competitive tournament play.
• Corporate Sponsorship Packages Multi-tiered corporate sponsorship packages including Main Sponsor (Husqvarna Group since 1977), Premium Partners (Fagerhult, AH Sport and Business, Liljedahl Group, Bauer, Axelent, Passera, Nordic Wellness), Gold Partners (230,000-499,000 SEK annually), Silver Partners (150,000-229,000 SEK), Bronze Partners (100,000-149,000 SEK), Club Partners (50,000-99,000 SEK, ~80+ businesses), and Corporate Partners (30,000-49,000 SEK, ~45+ businesses). Provides brand visibility, networking, and B2B access to HV71's network.
• HV-appen Mobile Application Official HV71 mobile application providing match statistics, digital tickets, real-time notifications, exclusive partner offers, and in-app ticket/souvenir purchasing. Developed in collaboration with Never Offside. Available on iOS and Android.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Intersport AsecsmajorChannel Partner/ Reseller/ DistributorRetails HV71 merchandise and helps outfit youth hockey players with equipment
• Nybergs BilcoreStrategic or Co-development PartnerLaunched Nybergsfonden in December 2023 in collaboration with HV71 to support youth hockey talent and promote inclusion in sports. The fund provides financial support for training fees and camp fees for youth aged 8-15, with 80% of fund assets distributed annually.
• Bliz DesignminorGTM or Marketing PartnerProduces and sells 'Ett Liv' (A Life) bracelets in HV71 colors as tribute to Stefan Liv (#1). 50 SEK of each 150 SEK bracelet goes to Stefan Liv Memorial Fund for goalkeeper academy development.
• O'Learys (Jönköping)minorGTM or Marketing PartnerRestaurant partner running MVP voting competition where fans vote for three stars after each home match for chance to win Game On booklet with bowling, shuffleboard, and karaoke vouchers.
• Nässjö CharkminorGTM or Marketing PartnerSponsors the 'Nässjö Chark-soffan' experience - unique courtside seating for 3 people including food, drinks, and speaker recognition during matches. Competition to win seats runs throughout 2025-2026 season.
• North Bank SupportersminorGTM or Marketing PartnerOfficial HV71 supporters club organizing away travel and match-day activities
• PeabminorGTM or Marketing PartnerPartners with HV71 on family packages making elite hockey accessible for families at reduced prices from 99 SEK per person
• Stefan Liv Memorial FundcoreStrategic or Co-development PartnerMemorial fund established after Stefan Liv's tragic death in 2011 to honor his legacy. Purpose is to establish a goalkeeper academy under HV71. Funded through bracelet sales (50 SEK per bracelet) and donations to bankgiro 241-6881.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Frölunda HC: Premier SHL club based in Gothenburg, operating from Scandinavium. Closely comparable to HV71 in operating both men's and women's top-tier teams, arena ownership, and youth academies.
• Luleå HF: SHL club from northern Sweden with a strong corporate sponsorship base (LKAB, SSAB) and an owned arena (Coop Norrbotten Arena). Comparable structure: elite team, corporate B2B network, and youth development.
• Brynäs IF: SHL club from Gävle with deep historical roots and comparable club structure to HV71. Operates a Gavlerinken arena and runs extensive youth programs.
• Malmö Redhawks: SHL club from Malmö operating from Malmö Arena. Comparable in arena-conference hybrid model, southern Sweden footprint, B2B sponsorship, and youth pipeline.
• Skellefteå AIK: SHL club from Skellefteå with very strong youth development and recurring championship contention. Comparable in operating model: ownership of arena, broad sponsorship portfolio, and robust junior pipeline.
• Färjestad BK: Historic SHL club from Karlstad competing at the top of Swedish hockey. Comparable operations: men's team, large arena (Löfbergs Arena), extensive partner network, and youth development programs.
• Örebro HK: SHL club from Örebro, comparable mid-tier operating model with owned arena (Behrn Arena), corporate sponsorship, and youth development. Similar revenue mix profile to HV71.
• Rögle BK: SHL club from Ängelholm, southern Sweden, similar to HV71 in mid-sized-market positioning. Operates from Catena Arena with corporate partnership and youth development programs.
• Djurgården Hockey: SHL club from Stockholm, one of Sweden's most storied hockey brands. Comparable in team operations, arena usage (Hovet/Globen), and partnership sales model.
• Linköping HC: SHL club based in Linköping, Sweden, operating at the same league level as HV71. Comparable size and structure: men's elite team, youth development, arena-based operations (Saab Arena), and a corporate sponsorship ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hv71
• YouTubeyoutube.com/HV71
• Facebookfacebook.com/HV71
• LinkedInlinkedin.com/company/hv71
• Instagraminstagram.com/HV71

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 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 HV71