Former NHL star Henrik “Zäta” Zetterberg is one of two new investors in Liveday, a Helsingborg-based startup focused on revolutionizing sports event management. The startup announced it has raised € 350.000 (4 million SEK) in a new funding round led by its owner, Beyond Tickets AB, with Max Sandin, a successful entrepreneur, also joining as an investor. The investment comes as Liveday aims to expand its reach within the sports industry, particularly in hockey, where Zetterberg’s network is expected to be key.

“Liveday has an innovative solution and really wants to create added value for both clubs and fans. It’s exciting to be part of such a forward-thinking company.”

says Henrik Zetterberg

Liveday’s platform offers a comprehensive solution for managing sports events, from ticket sales to fan engagement, both before, during, and after matches. The company has already made strides in football, handball, and speedway and now seeks to make an impact in hockey. According to CEO Robin Lundgren, the company’s vision is to create personalized experiences tailored to each supporter.

“We have received an incredible response from the market and need to increase the pace even further to meet the demand for our solution. With new investors, including Zäta [Henrik Zetterberg], we now have even better stability and the opportunity to continue growing sustainably, especially within hockey.”

says Robin Lundgren

Local news outlet Rapidus also reports that Liveday already has a framework agreement with the Damallsvenskan in football, providing services to multiple stadiums in Sweden. While some men’s football teams are tied to other agreements for ticket sales, many have started using Liveday’s CRM system and Paydesk platform for handling payments. The startup has also initiated discussions with clubs abroad, including in Denmark and Finland. According to the article Liveday can reach break-even with it’s current contracts.

Robin highlights the company’s growing customer base and cash flow, stating that they are close to reaching break-even but plan to accelerate growth and add new features to meet market demand. With Zetterberg on board, the company hopes to strengthen its connections within hockey and continue expanding its presence across various sports.