SHL & Red Bull Deal: Fan Backlash Explained

The supporter movement in Sweden is revolting against Red Bull’s collaboration with SHL.

For Hockey Sweden, representatives from the Hockey support union, Djurgården’s iron fireplace and Leksand Superstars tell their views on the new agreement.

– There is no development we want to see in Swedish hockey, where the clubs belong to the members. But we know that the 51% rule is under constant testing from clubs and various unions. And if that day comes, this company will be in the forefront to cut a club, unfortunately. We must never release the struggle to safeguard the 51% rule, says Torbjörn Olsson at Leksands Superstars to Hockey Sweden.

The supporter movement reacts strongly in Hockey Sweden. It is true that SHL and SDHL have signed central sponsorship agreements with Red Bull. A company that, in addition to sponsoring teams and athletes around the world, has taken over clubs and changed identity on several teams in both football and hockey. In addition, the company has a multinational network of clubs under the same umbrella.

Hockey Sweden has been in contact with supporter clubs around the country about their view of Red Bull’s entrance in Swedish hockey, albeit as a sponsor by this time.

This after Hockey supporter union statement that came at the beginning of the week.

HSU chairman Axel Pettersson tells Hockeysverige about the background behind the call.

– I am a supporter of Leksand for everyday life and at the annual meeting a motion was adopted to preserve the 51% rule. The text of the exercise contains the arguments to avoid Austrian energy drinks. Skellefteå also got through another wording at his annual meeting before, but then it was something that had to do with Saudi energy companies, I think. The annual meeting took place the weekend which was last Saturday and the Board pleaded and granted it. It was a couple of days after SHL had signed this agreement. Red Bull is not stupid, they realize that it is difficult to buy a club as long as there is a 51% rule. But they want to get into the Swedish market and reach the clubs that way.

He believes that the old Malmö base Percy Nilsson’s statement “It is too much sport in the sport”, rhymes badly.

– I want my team that I cheer for and which I am the owner of by being a member of this association.

“It would be a total nightmare”

Viktor Adolfsson is chairman of Djurgården’s supporter club Järnkamins. After the Hockey support union released a statement this week, Adolfsson chooses to pay tribute to their decision.

– We are proud members of the Hockey support union and it is obvious for us to spread it further. It is good that they grab this and they represent us supporter groups in Swedish hockey. So it’s good that they drive the question. I hope other members of HSU and supporters also do. But one should focus most on what Red Bull has done with clubs around the world. The pros and cons of energy drinks is not too relevant in this context. We have other sponsors who are worse in that case, I think.

He also believes that the question of Red Bull as energy drinks is not so relevant in this context.

– No, the energy drink issue is not so much to take in, compared to what Red Bull has done to take over clubs, changing their logos and deleting their history. It is much worse in our eyes. But the energy drink issue can also be a good way to light on the question of what sponsors you want in Swedish sports.

Have you presented your point of view within the club?

– Yes, we have done that and we will continue to have a dialogue with Djurgården around it. My experience with SHL’s management and organization is that there is quite a lot yes-sayers and I do not think the associations have had any choice. They have probably been told that it is a good agreement and it is a lot of money. But also that they should not interfere with anything. But it was said that they should be visible on water bottles and that is how it begins. Because then will want to do more and more that is how it worked in all other countries. Hopefully in the best of worlds so we can help them break the agreement completely.

– In the worst case, we work to make it only two years, which the agreement is signed and that there will be no major impact on our clubs. It would be a total nightmare if we were forced to start playing with the Red Bull logo on our sweaters, for example.

“Obviously it’s about the money”

When Djurgården met Red Bull Munich in the Champions Hockey League 2019, Djurgården’s supporters protested against Red Bull.

– They are everywhere in many sports and in many countries around the world, not just Europe. Among other things, through some Brazilian football team they have taken over. It is not a company in Swedish sports should associate ourselves with, at least not team sports.

Torbjörn Olsson at Leksand Superstars also reacts strongly to him.

– Obviously it is about the money, probably very good ones as the representatives of SHL obviously know that this is a sensitive issue from several perspectives. It is both inappropriate and unethical and should never have been entered into.

“We must never release the fight for 51% rule”

He also does not believe that the associations had the stomach to say no to the money it is.

– No, it won’t help if we did either. The clubs do not turn on the hand that gives birth to them. We fully support HSU protests, this should be possible to change, so it is a bottom -up perspective that applies, put pressure and create opinion.

His fears are similar to Viktor Adolfssons.

– The fear is not directly in the present, but in the future, what will happen when both parties want to switch up? It is hypocrisy at the highest level of SHL to enter into such cooperation. Now children and young people in the arenas will be fed with the message of drinking energy drinks, while every single dietician and youth leader in every club is struggling daily to get the children not to drink the shit. But money is obviously defended conscience.

Furthermore, Olsson believes that he does not want to see Swedish hockey become part of Red Bull’s empire of clubs from around the world.

– There is no development we want to see in Swedish hockey, where the clubs belong to the members. But we know that the 51% rule is under constant testing from clubs and various unions. And if that day comes, this company will be in the forefront to cut a club, unfortunately. We must never release the struggle to protect the 51% rule.

Supporter clubs for Färjestad, Rögle and Luleå have responded that they are also negative about the message.

Rögle’s Angel Island Army has come out with a statement, which can be read in its entirety below.