Powerful Union Partnership Sets Stage for Long-Term Growth in Player Value, Opportunity, and Influence Across Swedish Ice Hockey
FRANKFURT, Germany and STOCKHOLM, Sweden, June 25, 2025 – The Swedish Ice Hockey Players Association (SICO) and OneTeam International, the global venture of OneTeam Partners (OneTeam), today announced a new partnership to expand group licensing opportunities for Swedish ice hockey players. The collaboration brings OneTeam’s global expertise in athlete commercial rights monetization to elite men’s and women’s players in one of the sport’s most passionate nations.
Through this partnership, OneTeam International will serve as SICO’s exclusive commercial agent, leading marketing, sales, and licensing efforts on behalf of its members. The firm will also advise on the commercial rights of SICO’s players. In line with OneTeam’s mission, the partnership will help protect and strengthen athletes’ name, image, and likeness rights, while opening new doors in licensing, sponsorship, partnerships, data rights, content, and venture.
OneTeam represents the commercial interests of more than 20,000 players worldwide and is expanding its global footprint through partnerships with the Rugby League Players Association in Australia, the Japan Professional Baseball Players Association, and now the Swedish Ice Hockey Players Association. In North America, OneTeam is the commercial partner to many of the most prominent player unions, including the NFLPA, MLBPA, WNBPA, MLSPA, U.S. Women’s National Team PA, NWSLPA, U.S. Rugby PA, and the players associations for League of Legends and Valorant. Across sports and continents, OneTeam drives value through group licensing, gaming and interactive media, consumer products, sponsorship, content, and venture investing all in service of empowering athletes to maximize their potential and influence on the global stage.
Kristoffer Sparing, President, Swedish Ice Hockey Players Association: “This is a game-changing partnership for our members, and we are convinced that OneTeam International will help elevate not only our players but the game of ice hockey in Sweden as a whole. Players are driving the value and cultural impact of the sport, both on the ice and off it. But that potential still isn’t fully realized for the players, for the fans, or for the future of our sport. Together with OneTeam, we want to take an active role and work with other hockey stakeholders to grow the game.”
Joel Lassinantti, Active Player and SICO board member: “This partnership is about more than business. It’s about believing in the value of Swedish players and building something that lasts. SICO has always had our backs, fighting to protect what matters most to us. Now, with the experts at OneTeam International by our side, we’re not just chasing opportunity. We’re creating it for today’s athletes and the next generation of Swedish hockey.”
Jonas Baer-Hoffmann, Head of OneTeam International: “Swedish ice hockey players are among the best in the world, and it’s a privilege to work with and for them. SICO has long championed the labor rights of its members through collective agreements and social protections. We’re proud to support them now in advancing the economic rights of their players with the same level of excellence. Expanding our reach to a third sport and a third continent reflects our ambition to support athletes and their unions across sports and geographies.”
Sean Sansiveri, CEO, OneTeam Partners: “We’re thrilled to welcome SICO and its players into our growing global network. Their commitment to protecting NIL rights while also driving the growth of the sport aligns perfectly with why OneTeam exists. We’ve shown that solidarity among unions can extend into the commercial world, and this is another important step forward in lifting all boats.”
