MoDo Hockey

What MoDo Hockey does

MoDo Hockey is a private Swedish ice hockey club founded in 1921, headquartered in Örnsköldsvik, Västernorrland County. The club operates competitive men's (HockeyAllsvenskan, second-tier) and women's (SDHL, top-tier) senior teams, alongside a full youth development pyramid spanning U18, U19 Dam, U20, and an NIU (Nationell Idrottsutbildning) hockey gymnasium. It serves individual hockey fans, club members, youth athletes, corporate partners, and regional businesses, with all home matches played at Hägglunds Arena.

The club's technology stack is built on third-party platforms rather than proprietary infrastructure. Tickster powers digital ticketing and season ticket sales across men's, women's, and playoff matches. Sportality provides the official website's team management, schedules, and statistics functionality. A proprietary mobile application for iOS and Android, co-developed with CoreIT, delivers digital season tickets, news, and team information to fans. Payment processing uses Swish (QR-based mobile payments) and standard card networks for ancillary services like Hockeybussarna fan transportation.

MoDo Hockey operates a diversified revenue model spanning season tickets (4,095-7,795 kr across multiple seating tiers), annual club memberships (150-300 kr), corporate partnerships and loge rentals, merchandise sales via the MoDo Hockey Shop, food and beverage operations at Restaurang Victory and Guldbaren, the 50/50 match-day lottery, and fan transportation services. Go-to-market combines self-serve digital ticketing for consumers with a dedicated B2B corporate sales team, supplemented by community engagement through the Lumberjacks supporter club and the elite 1921-klubben partner program. The ownership structure is membership-based club governance via multiple associated entities including MoDo Hockeyklubb, MoDo Elithockey AB, and Evenemangsarenan i Örnsköldsvik AB.

Name

MoDo Hockey

Legal name

MoDo Hockey

Website

https://modohockey.se

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

51–100 employees

Short description

MoDo Hockey is a Swedish ice hockey club founded in 1921 in Örnsköldsvik, operating men's (HockeyAllsvenskan) and women's (SDHL) teams plus youth and NIU programs at Hägglunds Arena, serving fans, members, youth athletes, and corporate partners through ticketing, memberships, hospitality, and merchandise.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Club Operations

NAICS

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

SIC

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

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industry

Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Ice hockey club
• Arena event hosting
• Youth hockey programs
• Corporate sports sponsorships
• Sports team operations

Headquarters

HQ city

Örnsköldsvik

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Ticket and Season Ticket Sales: Revenue from individual match tickets and season tickets across HockeyAllsvenskan (men's) and SDHL (women's) competitions. Season tickets are the primary revenue driver, offered across multiple seating tiers.
2. Club Memberships: Annual membership fees providing voting rights at annual meetings, the MoDoiten magazine, pottbiljetter (lottery tickets) for selected matches, and priority access to tickets.
3. Corporate Partnerships and Hospitality: Sponsorship deals, loge (corporate suite) rentals, match-day corporate sponsorship (Matchens Företag), conference and event hosting at Hägglunds Arena. Partners gain brand exposure and access to MoDo Hockey's business network.
4. Merchandise Sales: Souvenir and merchandise sales through the MoDo Hockey Shop (modohockeyshop.se) and on-site at Hägglunds Arena.
5. Food, Beverage, and Restaurant Services: On-site dining at Hägglunds Arena through Restaurang Victory (lunch buffet and match-night dinner), Guldbaren à la carte restaurant, and bar/kiosk operations.
6. 50/50 Lottery: The 50/50 lottery (50/50-lotteriet) generates revenue with half going to the club and half to lottery winners at home matches.
7. Hockey Bus Services: Transportation services to matches from surrounding towns (Kramfors, Sollefteå, Härnösand, Örnsköldsvik). Revenue generated through single-trip fares and season bus passes.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

MoDo Hockey operates professional men's (HockeyAllsvenskan) and women's (SDHL) ice hockey teams, a multi-level youth development program, and the Hockeygymnasiet (NIU) elite athlete education pathway, anchored at Hägglunds Arena in Örnsköldsvik. The club monetizes match-day operations through season tickets, individual tickets, club memberships, corporate sponsorships and loge rentals, on-site food and beverage (Restaurang Victory and Guldbaren), merchandise, a 50/50 raffle lottery, and chartered fan bus transportation.

Product overview

MoDo Hockey is a comprehensive Swedish ice hockey club offering a multi-level competitive program spanning men's (HockeyAllsvenskan), women's (SDHL), and youth teams (U18-U20, Hockeyskola). The club operates Hägglunds Arena as its home venue and complements its sports offerings with hospitality services including Restaurang Victory and Guldbaren restaurants, luxury box rentals, and corporate partnership programs. Additional revenue streams include season ticket packages, club memberships, a dedicated mobile app, the 50/50 raffle lottery, and chartered hockey bus transportation. The Hockeygymnasiet program provides elite hockey education combined with high school studies through the NIU system.

Differentiator

Problem solved

Functional benefit

Brands

• Restaurang Victory: Restaurant located in the heart of Hägglunds Arena with view over the fjord and arena
• Guldbaren
• 50/50-lotteriet
• Hockeybussarna

Products and services

• HockeyAllsvenskan (Men's Professional Team) Senior men's professional ice hockey team competing in HockeyAllsvenskan (the second-tier Swedish men's league), playing home matches at Hägglunds Arena in Örnsköldsvik; for spectators attending live elite hockey entertainment.
• SDHL (Women's Professional Team) Senior women's professional ice hockey team competing in SDHL (Svenska Damhockeyligan), the top-tier Swedish women's hockey league, playing home matches at Hägglunds Arena.
• Youth Hockey Programs (Ungdomshockey) Multi-tier youth hockey development including U18, U19 Dam, U20, and introductory Hockeyskola/MHI programs for children and teenagers, providing accessible entry into organized hockey and skill development.
• Hockeygymnasiet (NIU Hockey High School) Hockey high school program under the NIU (Nationell Idrottsutbildning) framework, offering combined upper secondary academic education and elite hockey training for student-athletes pursuing professional hockey careers.
• Season Tickets (Säsongskort) Annual season ticket packages for HockeyAllsvenskan and SDHL home games, available across six seating tiers (Orange 7,795 kr, Röd/Svart 6,695 kr, Vit 5,195 kr, Aktiv Sittplats 4,595 kr, Grön 4,495 kr, Rullstolsplats 4,095 kr), sold digitally via Tickster and delivered through the MoDo Hockey mobile app.
• Club Membership (Medlemskap) Annual membership (Youth 150 kr, Adult 300 kr) providing voting rights at annual meetings, the MoDoiten member magazine, four pottbiljetter (lottery tickets) for HockeyAllsvenskan and SDHL matches, and priority access to tickets.
• Corporate Partnership Program (Partnerprogram) B2B sponsorship and partnership packages offering brand exposure, loge (corporate suite) rentals, match-day sponsorship (Matchens Företag), conference and event hosting at Hägglunds Arena, and access to MoDo Hockey's business network including the 1921-klubben elite partner program.
• Restaurang Victory Restaurant located in the heart of Hägglunds Arena offering a weekday lunch buffet (110 kr including salad, hot dishes, beverage, coffee, and cake) and match-night dinner service with views over the arena and fjord.
• Guldbaren À la carte restaurant located in the entrance hall of Hägglunds Arena, serving fish and meat dishes daily plus MoDo burgers before home games.
• 50/50 Lottery (50/50-lotteriet) Raffle lottery program conducted during home matches at Hägglunds Arena, with 50% of proceeds going to the winner and 50% supporting the club.
• Hockeybussarna (Fan Bus Service) Chartered fan transportation service from surrounding towns (Kramfors, Sollefteå, Härnösand, Örnsköldsvik) to MoDo Hockey home matches at Hägglunds Arena, operated in partnership with Byberg & Nordin, with single-trip fares (60–95 kr, youth 45–65 kr) and season bus passes (2,650–4,200 kr, youth 2,000–2,900 kr).

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

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• CoreITcoreTechnology or IntegrationCoreIT is the technology partner and co-developer of the official MoDo Hockey mobile application for iOS and Android. The app provides digital season tickets, schedules, news, and team information to fans. This partnership enables the club's digital transformation and fan engagement strategy.
• SportalitycoreTechnology or IntegrationSportality provides the team management platform powering MoDo Hockey's official website, including team logos, game schedules, statistics, and team pages for all club teams.
• TickstercoreTechnology or IntegrationTickster is the official ticketing and event management platform for MoDo Hockey, handling season ticket sales, individual match tickets, and digital ticket delivery for all games at Hägglunds Arena.
• Byberg & NordinminorChannel Partner/ Reseller/ DistributorByberg & Nordin operates the Hockeybussarna fan transportation service, providing bus travel from surrounding towns (Kramfors, Sollefteå, Härnösand, and surrounding areas) to home matches at Hägglunds Arena. Ticket sales for bus travel are managed via their website.
• Evenemangsarenan i Örnsköldsvik ABcoreOthersEvenemangsarenan i Örnsköldsvik AB is the venue management entity for Hägglunds Arena. It is listed as the billing entity for certain MoDo Hockey transactions, indicating a close operational relationship for arena management and event hosting.
• MoDo Elithockey ABcoreOthersMoDo Elithockey AB is a wholly or closely related corporate entity handling elite hockey operations. It is listed as a separate billing entity alongside MoDo Hockeyklubb and Evenemangsarenan i Örnsköldsvik AB.
• Svenska Ishockeyförbundet (Swedish Ice Hockey Federation)coreStrategic or Co-development PartnerThe Swedish Ice Hockey Federation governs NIU (Nationell Idrottsutbildning) hockey gymnasium programs. MoDo Hockey participates in this national elite youth development system, which sets admission dates, scouting protocols, and curriculum standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AIK Hockey: AIK Hockey is a Stockholm-based club competing in HockeyAllsvenskan. It is the most direct comparable: same league tier, similar second-tier commercial economics, and a comparable multi-revenue structure including corporate hospitality and youth development.
• Tingsryds AIF: Tingsryds AIF is a HockeyAllsvenskan club from a small Småland town. Same league tier and similar small-town business model with diversified match-day and corporate revenues.
• IF Björklöven: IF Björklöven is a Umeå-based HockeyAllsvenskan club from northern Sweden. Comparable in geographic setting (smaller northern city), league tier, and reliance on regional fan community — making it the closest structural peer to MoDo.
• IK Oskarshamn: IK Oskarshamn is a HockeyAllsvenskan club operating from a smaller Swedish city. Direct league peer with similar second-tier economics and community-based fan engagement model.
• Västerås IK: Västerås IK competes in HockeyAllsvenskan and runs a comparable multi-team operation including women's SDHL and youth programs. Closely aligned league positioning and product offering.

Broad incumbents

• Djurgårdens IF Hockey: Djurgårdens IF Hockey is a top-tier SHL club based in Stockholm. A larger incumbent in the broader Swedish hockey space, with overlapping women's and youth operations and a more developed sponsorship portfolio.
• Luleå HF: Luleå HF is an SHL club based in northern Sweden. A relevant comparable for regional northern-Swedish hockey economics and arena-based community engagement, though at a higher competitive tier.
• Frölunda HC: Frölunda HC is one of Sweden's most successful SHL clubs based in Gothenburg. As a broad incumbent, it demonstrates the upside potential of a fully-developed Swedish hockey operation and serves as a benchmark for league-leading commercial scale.
• Brynäs IF Hockey: Brynäs IF Hockey is an SHL club based in Gävle. A broader Swedish hockey incumbent with similar regional community dynamics and a comparable women's/youth development footprint.
• Skellefteå AIK: Skellefteå AIK is an SHL club in northern Sweden with a comparable small-city footprint and strong community identity. Provides a relevant incumbent benchmark for what scaling beyond HockeyAllsvenskan looks like in the same regional context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MoDo_Hockey
• YouTubeyoutube.com/@modo_hockey
• Facebookfacebook.com/modo1921
• Instagraminstagram.com/modo_hockey
• TikToktiktok.com/@modo_hockey
• LinkedInlinkedin.com/company/modo-hockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 MoDo Hockey