Sponsorship is nothing new for us at Axelent AB. We began back in 2008 with our local speedway team, The Lions, who, with our help, won the Swedish Championships – not once but twice. One of their riders was the Dane, Nicki Pedersen, and we went on to sponsor him individually as well, which opened up a new market for us in Denmark.

National borders are erased

Sport transcends national borders and sport engages people, as anyone who has visited a stadium would testify. As for our Swedish sponsorship of SHL team HV71, we have chosen to be their partner because we largely share the same values, despite operating in completely different spheres. At Axelent we help our colleagues to develop and progress in much the same way as the ice hockey club nurtures its talent. “Grow with us”, both in the company and on the ice.