SDHL's initiative is called "The new game plan" and is about creating a more equal sport.

A survey by the trade union Unionen in January this year showed that a men's player earns an average of SEK 121,000 a year - which is more than an entire women's team pulls together.

There, the average income is just under SEK 5,500.

98 percent of men's players can live on their sport, while the corresponding figure on the women's side is seven percent.

The seven percent are foreign stars.

- If you look at Swedish players, it is zero percent.

This is how we have thought based on the home-educated who we want to be able to live on their sport, says SDHL's commercial manager Angelica Lindeberg.

Positive response

In order for that goal to be achieved, women's hockey needs to increase sponsorship income significantly and this must be done on other grounds than what men's hockey does.

Today, SDHL's turnover is about four percent of SHL's.

Lindeberg can not yet present any company that is part of the scheme, but says that the response has been positive.

- We have been in contact with companies and their reaction is that it is very sympathetic and innovative and above all contains some new values, not just this traditional exposure value.

Then there are difficult times with the pandemic, she says.

"Other values"

TT: Do you still feel that this is something you can sell?

- I think so, if you look at what many have sold before, it is the live sport and the exposure in place in the arena, but it is difficult now, here there are other values ​​to take away.

A lot about changing attitudes and other values, she says.

SDHL's goal is to become a leader in Swedish women's sports in changing attitudes, creating balance and forming opinions.

The investment includes, among other things, that the players will visit schools to recruit more girls to the sport.

ARCHIVE: Brynäs took 12th victory - beat Modo with the challenge (October 30, 2020)

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Brynäs got to cheer after victory against Modo with 2-1.

Photo: TT