Hockeyettan

What Hockeyettan does

Hockeyettan is the third-tier ice hockey league in Sweden, sitting below the Swedish Hockey League (SHL) and HockeyAllsvenskan, and self-described as "Sveriges största hockeyliga" (Sweden's largest hockey league by club count). Founded in 2012, it organizes competitive play across 40 member clubs split into two regional series of 20 teams each — Norra (Northern) and Södra (Southern) — with one team promoted to HockeyAllsvenskan each season via the Kvalserien qualification round. Hockeyettan operates as an ideell förening (non-profit association) with an associated commercial entity, Hockeyettan AB, both headquartered in Farsta, Sweden, and runs on a lean four-person office supported by an elected board.

The league's technology stack centers on three platforms: Hockeyettan Play (live streaming at live.hockeyettan.se), the official website hockeyettan.se (news, schedules, statistics, team information), and StayPublic (a subscription-based service governing public-venue broadcasting rights for restaurants, bars, hotels, and shopping centers). Since January 2025, ShowHeroes powers the league's editorial video and digital advertising. Tickster handles unified ticket sales and merchandise for all 40 member clubs under a framework agreement; Bergkvarabuss provides transportation services across its ~1,350-bus fleet; and MABI Hyrbilar offers discounted car rental at 150+ locations.

Hockeyettan generates revenue through a diversified stream of enterprise sponsorships (ATG as main sponsor, Carlsberg Sverige from 2026/27 through April 2029, Gatorade as exclusive sports beverage partner, plus Best Western, Staylive, Impleo, and a cluster of betting and casino partners including Hajper, Sveacasino, Bettingkollen, Oddsbonusar, and Casinodealen), exclusive broadcasting rights monetized through StayPublic and Hockeyettan Play, Tickster ticketing transaction economics, and website advertising. Former chairman Ronnie Glysing has cited approximately 170 million SEK in aggregate member revenues from packaged broadcasting, platforms, and media agreements. Customers span ice hockey fans and spectators across Sweden, 40 member clubs, and corporate sponsors seeking regional brand visibility.

Name

Hockeyettan

Legal name

Hockeyettan AB

Website

https://hockeyettan.se

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Hockeyettan is Sweden's third-tier ice hockey league, organizing 40 clubs across two regional series (Norra and Södra) under a cooperation agreement with the Swedish Ice Hockey Association, generating revenue through sponsorships, broadcasting rights, ticketing, and digital media.

Ownership category

akta.pro rank

Product category

Professional Sports League

NAICS

Sports Teams and Clubs (711211), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

League-Owned Media Networks (e.g., NFL/MLB/NBA/Club Channels) (MPABAJAC), Sports OTT Aggregators & Bundling Services (MPAKAOAB)

Keywords

• Ice hockey league
• Sports broadcasting rights
• Live streaming sports
• Sports sponsorship
• Ticketing services

Headquarters

HQ city

Farsta

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sponsorship Revenue: Major sponsorship deals including main partner ATG, headline partner Carlsberg Sverige, and league sponsors including Gatorade, Best Western, Staylive, and Impleo. Also includes betting/casino partners.
2. Broadcasting Rights: Exclusive rights to all Hockeyettan matches generating revenue through the StayPublic subscription service for public venues and Hockeyettan Play for streaming.
3. Ticketing Services: Tickster provides unified ticket sales, season passes, and merchandise handling for all member clubs through a framework agreement.
4. Transportation Services: Bergkvarabuss partnership for team transportation with national bus fleet of approximately 1350 buses.
5. Advertising & Sponsorship Slots: Website advertising, match-day sponsorship opportunities, and branded content through official website and social media channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Hockeyettan organizes and operates Sweden's third-tier ice hockey league with 40 member clubs split into two regional series (Norra and Södra). The league delivers a complete regular season plus playoff competition, with the Kvalserien champion earning promotion to HockeyAllsvenskan. The organization sells broadcasting rights through Hockeyettan Play streaming and StayPublic public-venue subscriptions, sells sponsorship packages to corporate partners, and supports member clubs with league governance, scheduling, statistics, ticketing, and media services.

Product overview

Hockeyettan is a Swedish amateur/semi-professional ice hockey league — the third tier below SHL and HockeyAllsvenskan — operating 40 clubs across two geographically divided series (Norra and Södra). Its digital product portfolio consists of three main offerings: (1) Hockeyettan.se, the official league website serving as the primary information hub for news, standings, match schedules, and team profiles; (2) Hockeyettan Play, a live streaming platform for broadcasting matches and playoff content; and (3) ShowHeroes, the editorial video platform (adopted January 2025) powering video content and digital advertising across the league's online environments.

Differentiator

Problem solved

Functional benefit

Brands

• Hockeyettan Play: The official streaming platform for Hockeyettan matches and content

Products and services

• Hockeyettan Play
• Hockeyettan.se Official League Website Central hub for the league providing news, match schedules, standings, statistics, team information, and sponsor content for all 40 clubs across Norra and Södra divisions. Targeted at fans, journalists, and member clubs.
• StayPublic Public Venue Broadcasting Service Subscription service granting public venues (restaurants, bars, hotels, and shopping centers) the legal right to broadcast Hockeyettan matches to their customers. Targeted at commercial hospitality operators.
• Hockeyettan League Competition Sweden's third-tier ice hockey league operating with 40 member clubs split into two regional series (Norra and Södra). Includes a regular season, playoffs, and Kvalserien to HockeyAllsvenskan, with the Kvalserien winner earning promotion. Targeted at ice hockey fans, member clubs, and sponsors.

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Carlsberg SverigecoreGTM or Marketing Partner · 4 June 2026Carlsberg Sverige became main partner and official beverage supplier to Hockeyettan from 2026/27 season through April 2029. The partnership includes Carlsberg's beverage portfolio (Pepsi, Zingo, 7UP, Ramlösa, Imsdal, Festis) while Gatorade remains exclusive main partner in sports beverage category.
• GatoradecoreGTM or Marketing PartnerGatorade is the exclusive main partner within sports beverage category. Partnership provides hydration and sports nutrition for athletes across all 40 clubs.
• ATGcoreGTM or Marketing PartnerATG is the main sponsor of Hockeyettan. ATG (AB Trav och Galopp) is Sweden's gambling company for horse racing.
• TickstercoreTechnology or IntegrationTickster provides unified ticket sales, season passes, and merchandise handling for all Hockeyettan member clubs through a framework agreement signed for 2023/24 season. Enables better visitor experience, additional sales at arenas, and simplified financial management.
• BergkvarabussminorStrategic or Co-development PartnerBergkvarabuss is part of Mekka Traffic Group with revenue of approximately 2.2 billion SEK, operating around 1350 buses and 2000 employees. Provides transportation services for Hockeyettan clubs with approximately 30 depots nationwide.
• Target AidminorStrategic or Co-development PartnerTarget Aid provides digital tools for clubs to integrate social engagement. First joint project was fundraising with Ajabaja Cancer to help families with children affected by cancer. Target Aid handles material production and communication.
• MABI HyrbilarminorChannel Partner/ Reseller/ DistributorMABI, part of Hedin Mobility Group, provides car rental services to Hockeyettan and clubs at discounted rates. Agreement includes 10% discount on website prices, dedicated contact person, 24-hour service, and damage cost reduction. Over 150 locations nationwide.
• ShowHeroescoreTechnology or IntegrationShowHeroes became Hockeyettan's editorial video platform from January 2025. Global leader in digital video operating in 30+ countries. Deloitte recognized them as one of Germany's 50 fastest-growing tech companies in 2021 and 2022. Cookie-free solutions with contextual and semantic technology.
• Best WesternminorGTM or Marketing PartnerBest Western Sweden is a league sponsor providing accommodation services for traveling teams.
• StaylivecoreTechnology or IntegrationStaylive is a league sponsor providing live streaming technology and infrastructure for Hockeyettan broadcasts.
• ImpleominorGTM or Marketing PartnerImpleo is a league sponsor providing business solutions.
• HajperminorGTM or Marketing PartnerHajper is a betting partner of Hockeyettan.
• SveacasinominorGTM or Marketing PartnerSveacasino is a casino partner of Hockeyettan.
• BettingkollenminorGTM or Marketing PartnerBettingkollen is a betting comparison partner of Hockeyettan.
• OddsbonusarminorGTM or Marketing PartnerOddsbonusar is an odds/betting partner of Hockeyettan.
• CasinodealenminorGTM or Marketing PartnerCasinodealen is a casino partner of Hockeyettan.

Scale indicators5 records

Recent moves1 record

Expansion highlights4 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/hockeyettan_officiell
• Xx.com/Hockeyettan_
• LinkedInlinkedin.com/company/kalix-hockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Hockeyettan