One of Europe's oldest hockey leagues is getting a rebrand - complete with a new name. Last month, officials of Sweden's top league, Elitserien, decided to change the name of their league to SHL; the Swedish Hockey League. Citing the need to make the brand more recognizable, the acronym SHL is about as straightforward as it gets; it's Swedish, it's hockey, and it's a league. The name and brand change will take effect this coming season, which begins on September 14th.
Two new teams will be joining the SHL this season. Leksands IF and Örebro HK were both promoted to the SHL through a tournament called Kvalserien, which serves to promote and relegate teams to either SHL or HockeyAllsvenskan, which is Sweden's second-tier league. Each season, the bottom two teams from the SHL compete in a double round-robin against the top three teams from HockeyAllsvenskan, plus the winner of a double round-robin between teams placed 4th-7th in HockeyAllsvenskan. The top two teams in Kvalserien are promoted to the SHL, while the rest play in HockeyAllsvenskan the following season.
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