IF Sundsvall Hockey

What IF Sundsvall Hockey does

IF Sundsvall Hockey is an independent Swedish nonprofit ice hockey club based in Sundsvall, Västernorrland, with roots traced to 1896 and 14 employees. The club operates a multi-level sports organization centered on the men's senior team competing in Hockeyettan Norra, Sweden's largest third-tier hockey league. Beyond the men's squad, the club fields a women's team (Damlaget), junior teams at the J20 and J18 levels, a Hockeygymnasium program for both boys and girls combining secondary education with hockey development, and broader Ungdom youth programs. Its commercial activities include ticket and season ticket (Säsongskort) sales through the Clubmate platform, organization of the SCA-Cupen men's tournament and the newly launched SCA-Cupen Dam women's tournament, merchandise sales via the Brandcode Store webshop, and a portfolio of sponsorship partnerships anchored by main sponsor ATG and main partner SCA Group, alongside Bauer, XXL, Brandcode, Liliumab, and league-level sponsors Impleo/Best Western and Staylive.

The business model is a typical amateur club revenue mix: match-day and season ticket transactions, recurring sponsorship and partnership contributions from a defined roster of corporate backers, and event-based income from tournaments and the SCA-Cupen Dam launch. The club does not own proprietary technology and runs on standard sports administration tooling (Sportadmin), a third-party ticketing platform (Clubmate), and a merchandise webshop (Brandcode). Go-to-market is event-driven, with home games at the Brandcode Center (Johannedalsvägen 121, Sundsvall) serving as the primary fan acquisition channel, supplemented by the @SundsvallHockeyOfficial YouTube channel, the hockeyettan.se club page, and partner catalogs for sponsor activation. The club announced organizational changes on June 25, 2026 to strengthen the association for the future, which alongside the women's tournament launch and the league's expansion to a 2x20 team format for 2026/27, represents the most active period of repositioning evident in the data.

Name

IF Sundsvall Hockey

Legal name

IF Sundsvall Hockey

Website

https://sundsvallhockey.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

IF Sundsvall Hockey is a Swedish nonprofit amateur ice hockey club in Sundsvall competing in Hockeyettan Norra, operating men's, women's, junior, and youth teams plus a Hockeygymnasium, and generating revenue through tickets, sponsorships, and the SCA-Cupen tournaments.

Ownership category

akta.pro rank

Product category

Amateur Ice Hockey Club

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Club Sports Programs (EDALAIAB), Championship & Cup Organizers (MPAKADAB)

Keywords

• Ice hockey club
• Amateur sports
• Youth hockey programs
• Sports entertainment
• Hockey tournament events

Headquarters

HQ city

Sundsvall

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket and Season Ticket Sales: Revenue generated from match tickets and season tickets (Säsongskort) sold through their clubmate.se platform for the men's team competing in Hockeyettan Norra.
2. Sponsorships and Partnerships: Revenue from sponsors including main sponsor ATG, main partner SCA Group, and other commercial partners such as Brandcode Store, Liliumab, XXL, and Bauer. League-level sponsors Impleo/Best Western, Staylive, and Best Western also contribute to the Hockeyettan ecosystem.
3. Event Revenue: Revenue from organizing tournaments and events such as SCA-Cupen Dam, with ticket sales through the clubs.clubmate.se platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

IF Sundsvall Hockey is a nonprofit Swedish ice hockey club that fields competitive men's, women's, junior (J20, J18), and youth teams, and runs a hockey gymnasium (high school) program. The club also organizes the annual SCA-Cupen tournament, sells season tickets (Säsongskort) and match tickets, and operates an official merchandise shop through Brandcode. Revenue is generated primarily from ticket sales, sponsorships, and event operations.

Product overview

IF Sundsvall Hockey is an ice hockey club based in Sundsvall, Sweden, competing in Hockeyettan Norra (the third tier of Swedish ice hockey). The club operates a unified multi-level sports offering centered on competitive ice hockey, with a men's team (Herrlaget), a women's team (Damlaget), and youth/junior programs spanning J20, J18, Hockeygymnasiet (hockey high school for both boys and girls), and general youth (Ungdom) divisions. The club also organizes the SCA-Cupen, an annual tournament now expanded to include a women's edition. Revenue-generating services include season tickets (Säsongskort) sold via Clubmate, and an official merchandise shop operated through Brandcode. The club's address is Brandcode Center, Johannedalsvägen 121, 851 24 Sundsvall.

Differentiator

Problem solved

Functional benefit

Products and services

• Herrlaget (Men's Team)
• Damlaget (Women's Team)
• J20 and J18 Junior Teams
• Hockeygymnasiet (Hockey High School)
• Ungdom (Youth Programs)
• SCA-Cupen Tournament
• Säsongskort (Season Tickets) — 2026/27 Season
• Brandcode Center Merchandise Shop

Named customers4 records

Segments2 records

Ideal customer profiles3 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 core and minor.

• SCA GroupcoreGTM or Marketing PartnerMain partner of Sundsvall Hockey, sponsoring the SCA-Cupen Dam tournament. SCA is a visible partner with their logo prominently displayed on the club's website and the SCA-Cupen Dam event.
• ATGcoreGTM or Marketing PartnerMain sponsor (Huvudsponsor) of IF Sundsvall Hockey. ATG logo is featured as the primary sponsor on the club's website.
• Brandcode StoreminorOthersPartner/vendor whose logo appears on the club's website. The Brandcode Center serves as the club's headquarters facility.
• LiliumabminorOthersPartner whose logo appears on the club's website, nature of partnership not specified in detail.
• XXLminorOthersRetail partner whose logo appears on the club's website, likely providing equipment or merchandise support.
• BauerminorOthersEquipment partner/supplier (hockey equipment manufacturer) whose logo appears on the club's website.
• Impleo/Best WesternminorGTM or Marketing PartnerLeague-level sponsor (ligasponsor) of Hockeyettan. Impleo/Staylive logos appear on the club's website as part of the league sponsorship package.
• StayliveminorGTM or Marketing PartnerLeague-level sponsor (ligasponsor) of Hockeyettan. Staylive streams all Hockeyettan matches through Hockeyettan Play until 2030.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Asplöven HC: Hockeyettan Norra competitor from Haparanda/Tornedalen region. Direct peer — same division, similar small-town resource base, comparable sponsorship and ticket-revenue structure.
• Hudiksvalls HC: Fellow Hockeyettan Norra club located in Hudiksvall, Northern Sweden. Directly comparable as a small-market Swedish third-tier club serving a similar rural catchment in the same division.
• Boden Hockey: Hockeyettan Norra club from Boden, Norrbotten. Direct peer — same league, similar size, similar military/defense-industry-linked sponsorship footprint.
• Piteå Hockey: Hockeyettan Norra member based in Piteå, Norrbotten. Direct peer — same division, comparable Northern Swedish municipal sponsorship base and youth-development focus.
• Örnsköldsviks HF: Hockeyettan Norra club from Örnsköldsvik. Direct peer — same league, geographic proximity in Västernorrland/Northern Sweden, similar Nordic small-market operating model.
• Borlänge HF: Hockeyettan Norra club from Borlänge, Dalarna. Direct peer — same division, comparable small-city Swedish third-tier club structure with youth and senior programs.
• Kalix HC: Hockeyettan Norra member from Kalix, far-northern Sweden. Direct peer — same league, comparable small-municipality Nordic operating environment and limited catchment.

Broad incumbents

• MoDo Hockey: SHL-tier club from Örnsköldsvik. Broad incumbent in Northern Sweden ice hockey — represents the upper-tier reference point that aspirational Hockeyettan clubs like Sundsvall benchmark against for talent pathways and brand scale.
• Timrå IK: Higher-tier Swedish ice hockey club based in Timrå (Västernorrland), currently in HockeyAllsvenskan. Regional incumbent that historically competes with Sundsvall Hockey for talent and audience in the same Västernorrland catchment, but at a substantially larger commercial scale.
• Luleå HF: SHL club from Luleå, Northern Sweden. Broad incumbent in the same macro region — represents the dominant Northern Swedish hockey brand and a recurring reference point for talent, sponsors, and broadcast reach that smaller Hockeyettan clubs compete against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SundsvallHockeyOfficial
• LinkedInlinkedin.com/company/sundsvallhockey

Revenue estimate

Valuation estimate

Number of profiles

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 IF Sundsvall Hockey