Betting brand takes prominent placement across broadcasts, arenas and digital, with a focus on the league’s Super Friday matchday.

HockeyAllsvenskan has appointed DBET as its main partner under a three-year agreement starting with the 2026/27 season. The deal runs through the 2028/29 season.

Under the partnership, DBET will receive visibility across HockeyAllsvenskan TV broadcasts, arenas and digital platforms, alongside joint activation opportunities. DBET will also take a central role in Super Friday, the league’s highest-profile matchday, with the parties planning new formats built around matches, statistics and the wider league experience.

DBET operates under Immense Group and focuses on the Nordic sports betting market. The company said it already works across basketball, handball and other sports, and positioned HockeyAllsvenskan as its next step in that portfolio.

Marcus Adler, Nordic Head of DBET, said: “HockeyAllsvenskan is one of Sweden’s most engaging and supporter-connected leagues, with strong local roots that we at DBET truly value. Sport that brings local communities together sits at the heart of our strategy, and ice hockey is a natural and welcome addition to a portfolio where we already work across basketball, handball and several other sports.”

Gabriel Monidelle, CEO of HockeyAllsvenskan, said: “We are very pleased to welcome DBET as the main partner of HockeyAllsvenskan. Together, we want to create an even stronger experience for our supporters and continue developing the league.” On Super Friday, he added: “Our ambition is to continue developing Super Friday together with DBET and the clubs through new activations around some of our biggest match days.” Linnea Leijonklo, Commercial Manager at HockeyAllsvenskan, said: “There is a shared ambition in this partnership to build on the commercial opportunities while also developing the collaboration responsibly together with the league and the clubs.”

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• DBET enhances its Swedish football offerings with the launch of the new weekly podcast ‘All in Allsvenskan’.
• Led by newly assigned DBET Content Producer Jonas Dahlquist alongside ex-Sweden internationals Anders Svensson and Nils-Eric Johansson.
• Enhances Immense Group’s emphasis on trustworthy sports figures, engaging narratives, and expansion in the Swedish market

Jonas Dahlquist, a well-known sports presenter in Sweden, has come on board with the rapidly expanding Swedish sportsbook DBET as a Content Producer, managing original programming, social media content, and digital formats aimed at Swedish sports enthusiasts. His arrival enhances DBET’s expanding sports editorial efforts and introduces acknowledged Swedish broadcasting expertise to its content strategy.

Dahlquist started his broadcasting journey in 2002 and has risen to become one of Sweden’s most prominent sports commentators. His work covers domestic football, the Allsvenskan, and an extensive array of global events, such as summer and winter Games, significant football tournaments, and top international leagues. His presence is strongly linked to Swedish elite football and in-depth sports narratives.

After Jonas’ appointment, DBET is introducing ‘All in Allsvenskan’, a fresh weekly podcast presented by Jonas along with ex-Sweden internationals Anders Svensson and Nils-Eric Johansson.

Svensson holds the record for the most international caps for Sweden’s men’s team, totaling 148 appearances, and has played for Elfsborg and Southampton. Johansson, a former captain of AIK, has over 370 appearances and gained early experience in the English Premier League and Championship with Blackburn Rovers and Leicester City.

Every week, the trio transforms the newest Allsvenskan matchups into a discussion that feels more like being on the terraces than in the studio. They examine the games, the significant moments, and the narratives developing for the upcoming week. Many episodes feature a ‘call a friend’ surprise appearance from a guest within the game, providing an additional perspective from the realm of Swedish football.

Svensson said: “It was fantastic playing in Allsvenskan for so many years, winning the title twice. The league stays with you even after you stop playing, and I’m really happy to do this with Jonas. I know it will be a lot of fun and full of everything that happens around the game.”

Dahlquist said: “It seems that people just can’t get enough of Allsvenskan, and the audiences and general interest have exploded in recent years. We really want to give our opinion on the league Sweden cares most about, and hopefully the viewers and listeners feel the same.”

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Immense Group has appointed Marcus Adler as Nordic Director for DBET, reinforcing its commitment to expanding its sports betting footprint across Sweden and other regulated European markets.

DBET is Immense Group’s first dedicated sports betting brand. Launched in August 2024, the brand has quickly established itself in the Swedish market by delivering a sports betting experience focused on popular sporting events, international pools and jackpots. DBET is available online and on mobile devices, while also boasting a strong retail presence through an extensive nationwide network of betting shop terminals.

Over the past year, DBET has significantly increased its brand visibility by forming strategic partnerships with key Swedish sports organisations, including the Swedish Bandy Association and the Swedish Basketball Association. These collaborations have strengthened DBET’s ties to local sport and helped position the brand as a trusted and recognisable name in a highly competitive landscape.

Based in Sweden, Marcus Adler brings extensive experience in commercial leadership, digital growth and sports gaming. He most recently served as Chief Commercial Officer at RoninSport.io, a Swedish sports TV data and digital engagement provider working with media companies, iGaming operators and sports platforms to deliver real-time sports content solutions. Prior to that, Adler led Online Acquisition at LeoVegas and held several senior commercial roles across the sports media and digital entertainment sectors.

Adler’s appointment comes at a pivotal moment for Immense Group as it continues to invest heavily in its sports betting capabilities. In 2025, the company selected Altenar as its global sportsbook partner, enabling scalable, localised and compliant sports betting operations across its portfolio of brands in regulated markets.

Commenting on his new role, Marcus Adler said:

“I am very pleased to join Immense Group at a time when the company is making significant investments in sports betting and DBET is gaining real traction in Sweden. The brand already has strong foundations, from its product offering to its partnerships within local sport. My focus will be to provide clear strategic direction for the Nordics, prepare DBET for its next phase of growth, and ensure we deliver a sports betting experience that feels trusted, intuitive and genuinely competitive for players in Sweden and across the wider region.”

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