HockeyAllsvenskan

What HockeyAllsvenskan does

HockeyAllsvenskan, legally AHF HockeyAllsvenskan AB (organization number 556662-3210), is the operating entity for Sweden's second-tier professional ice hockey league, founded in 2005 and headquartered at Arenavägen 41, Johanneshov, Stockholm. The league fields 14 member clubs in a 52-game regular season followed by playoffs (eighth-finals, quarterfinals, semifinals, and finals) and qualifiers for promotion to the SHL. The organization is governed by a board of directors with representatives from member clubs (AIK Hockey, IK Oskarshamn, BIK Karlskoga, Nybro Vikings, Västerås IK) and led by VD Gabriel Monidelle, with a league office staff of approximately 43 people covering commercial, sports, finance, and event functions.

The league's product surface combines the sporting competition itself with a digital platform powered by Sportality (team logos, statistics, video content management), supporting live streaming, an interactive game schedule, a downloadable calendar file for all 52 matches per team, comprehensive player and team statistics, and a video highlights platform accessible via the Play section and YouTube channel. Notable proprietary assets include the O-B-I Officiating System (Obvious–Benefit–Injury) for referee decision-making and a video archive with filterable date ranges. Community-facing sub-brands include Projekt Nollvision (concussion prevention with the Swedish Ice Hockey Association), Visselblåsarna (referee respect campaign), Från Rött Till Svart (club financial sustainability program launched in 2025), and Signerat Szymon (a weekly editorial interview series by former IIHF communications director Szymon Szemberg).

HockeyAllsvenskan's revenue model is sponsorship-led, with Viking Line as Official/Flagship Partner (offering team-branded cruise packages where 50 SEK per booking routes to the relevant club), Warrior Europe, Best Western, and Europcar as minor partners, and AXS Sweden AB as the ticket processing partner. Media rights flow through TV4 Play and the league's own Play platform. Revenue is not publicly disclosed. The league serves three primary customer segments: the 14 member clubs (competitive product and SHL promotion pathway), Swedish hockey fans (live and digital consumption), and corporate sponsors (brand visibility against an engaged sports audience). The franchise is recognized as the world's best second-tier league for player development, with 8 of 10 Swedish JVM gold-winning players in January 2026 having played in HockeyAllsvenskan that season.

Name

HockeyAllsvenskan

Legal name

AHF HockeyAllsvenskan AB

Website

https://hockeyallsvenskan.se

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

HockeyAllsvenskan operates Sweden's second-tier professional ice hockey league with 14 clubs across a 52-game season. It generates revenue through sponsorships, media rights, ticket sales, and travel partnerships, while serving member clubs, fans, and corporate sponsors.

Ownership category

akta.pro rank

Product category

Professional Sports League Operations

NAICS

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

SIC

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

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

Keywords

• Professional ice hockey league
• Sports league operations
• Live sports streaming
• Sports media rights
• Hockey event management

Headquarters

HQ city

Stockholm

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

Revenue model

1. Sponsorship and Partnerships: The league generates revenue through official sponsorships and partnerships. Key partners include Viking Line (Official Partner), Warrior Europe, Best Western, Europcar, and other commercial partners. Each club also maintains its own sponsor relationships.
2. Ticket Sales and Match Revenue: Revenue from ticket sales to matches, with the league working with AXS Sweden AB for ticket processing. The league collects personal data when customers purchase tickets.
3. Media Rights: Television and streaming content distribution through TV4 Play and the league's own Play section with video highlights.
4. Travel and Tourism Partnership: Partnership with Viking Line for cruise travel bookings where 50 SEK per booking goes directly to the club, creating a unique revenue stream combining travel with fan support.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

HockeyAllsvenskan operates Sweden's second-tier professional ice hockey league, organizing a 52-game regular season plus playoffs (eighth-finals, quarterfinals, semifinals, finals) for 14 member clubs competing for promotion to the SHL. The league delivers digital content including live streaming, video highlights, comprehensive statistics, downloadable calendar files, and editorial content to Swedish hockey fans while generating revenue through sponsorships, ticket sales, and media rights.

Product overview

HockeyAllsvenskan is Sweden's second-tier professional hockey league operating a digital platform that combines live match coverage, game schedules, statistics, and video content. The core product is the league itself with 14 competing clubs, supported by digital offerings including the Play video platform for highlights, Statistik for comprehensive statistics, and Kalenderfil for calendar synchronization. The league also runs community initiatives including Projekt Nollvision (concussion prevention), Visselblåsarna (referee respect campaign), and Från Rött Till Svart (financial sustainability program). Editorial content is delivered through Signerat Szymon interviews and news articles. Key dates for the 2025/2026 season show special events like Super Fridays, Trettonhockey matches, and playoff schedules from March through April 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• HockeyAllsvenskan League Competition Sweden's second-tier professional ice hockey league operating a 52-game regular season plus playoffs (eighth-finals, quarterfinals, semifinals, finals) for 14 member clubs competing for promotion to SHL.
• Match Ticketing via AXS Sweden AB Ticketed access to live HockeyAllsvenskan matches processed through AXS Sweden AB, with each of the 14 clubs managing their own ticket sales for home games.

Quantifiable outcome

• 8 out of 10 Swedish JVM gold winners (January 2026) had played in HockeyAllsvenskan that season
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Viking LineflagshipGTM or Marketing PartnerViking Line is the Official Partner of HockeyAllsvenskan. The partnership offers cruise packages where fans can book travel with 50 SEK per booking going directly to their club. The partnership includes team-branded cruise options for all 14 clubs.
• TV4 PlaycoreGTM or Marketing PartnerTV4 Play partnership for broadcasting HockeyAllsvenskan matches and providing media coverage of the league through the TV4 network.
• SportalitycoreTechnology or IntegrationSportality provides the technology platform for team logos, statistics, and video content management across HockeyAllsvenskan's digital presence. The platform is credited as powering the league's digital infrastructure.
• Warrior EuropeminorGTM or Marketing PartnerEquipment sponsor providing hockey gear and equipment partnership for the league.
• Best WesternminorGTM or Marketing PartnerHotel accommodation partner for teams traveling to matches across Sweden.
• EuropcarminorGTM or Marketing PartnerCar rental partner providing vehicle services for league operations and team travel.
• AXS Sweden ABcoreTechnology or IntegrationTicket processing partner that transfers customer data to the league when customers purchase tickets, products, or receive communications from entities within the HockeyAllsvenskan group.
• Svenska Ishockeyförbundet (Swedish Ice Hockey Association)coreStrategic or Co-development PartnerJoint initiative partner in Projekt Nollvision (Zero Vision project) for concussion prevention in Swedish hockey. The project includes representatives from SDHL, SHL, HockeyAllsvenskan, HockeyEttan, SICO, Gjensidige insurance, and equipment manufacturers.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• American Hockey League (AHL): North America's principal second-tier professional hockey league and primary NHL development feeder. Directly comparable to HockeyAllsvenskan in its second-tier development-league role, though operating at much larger scale within a top-tier NHL ecosystem.
• ECHL: North America's third-tier professional hockey league that, like HockeyAllsvenskan, operates in the tier immediately below a dominant top league and emphasizes player development toward higher tiers.
• HockeyEttan: Sweden's third-tier ice hockey league operating directly below HockeyAllsvenskan. Shares the same federation governance, comparable club-based structure, and serves as the next development step in the same player pathway that HockeyAllsvenskan anchors.

Broad incumbents

• Deutsche Eishockey Liga (DEL): Germany's top-tier professional ice hockey league, operating one tier above DEL2 in the same way SHL operates above HockeyAllsvenskan. Provides a European benchmark for top-tier league commercial structures relevant to HockeyAllsvenskan's media-rights and sponsorship negotiations.
• National League (Switzerland): Switzerland's top-tier professional ice hockey league, a comparable European top-tier product operating a similar club-based governance model and competing in the same broader European hockey ecosystem for sponsorship and media attention.
• ICE Hockey League: Top-tier professional ice hockey league across Austria and neighboring countries. Comparable as a Central European hockey top-tier operator with similar club-based governance and sponsorship dynamics to HockeyAllsvenskan.
• Liiga: Finland's top-tier professional ice hockey league and the dominant Nordic hockey product. Comparable to HockeyAllsvenskan in serving the same Nordic hockey fan market and sharing similar media-rights and sponsorship dynamics, though at the top tier rather than second tier.
• Svenska HockeyLigan (SHL): Sweden's top-tier professional ice hockey league operating directly above HockeyAllsvenskan in the promotion/relegation pathway. SHL shares the same Swedish hockey ecosystem, comparable governance structure, similar media partnerships, and overlapping club fan bases with HockeyAllsvenskan.

Others

• Spring Media: Nordic sports media rights and commercial partner company; two of its representatives (Manfred Aronsson, Jacob Leander-Olsson) serve on HockeyAllsvenskan's contacts list. Provides the league's commercial distribution infrastructure and is a relevant ecosystem participant in Swedish hockey media rights.

Regional players

• DEL2: Germany's second-tier professional ice hockey league, serving as the direct comparable European second-tier peer — sharing HockeyAllsvenskan's role as the development and promotion pathway below a national top league (the DEL).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/hockeyallsvensk
• YouTubeyoutube.com/channel/UCXwGjjrSiyHPTHXJlvYrEtQ
• Facebookfacebook.com/hockeyallsvenskan
• LinkedInlinkedin.com/company/hockeyallsvenskan-ab
• Instagraminstagram.com/hockeyallsvenskan_official
• TikToktiktok.com/@hockeyallsvenskan

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 HockeyAllsvenskan