Gaming Intelligence Group reports that an advertisement for NordicBet, an online gaming firm, has created controversy between the Swedish Ice Hockey Association and its main sponsor Svenska Spel, a Swedish gaming company.
Allegedly Bjorkloven, the host team that allowed NordicBet’s ad to run on the ice, did not realize the ad conflicted with agreement terms made by the association and Svenska Spel. The Swedish Ice Hockey Association has warned it will take action against Bjorkloven for allowing ads to run from Svenska Spel’s competitors.
Kenneth Engstrom, NordicBet's marketing manager, has called fining the team a “scandal,” according to Gaming Intelligence Group. He added that the event that featured NordicBet’s advertising was far removed from professional Swedish ice hockey.