Abstract
SHL and the Swedish Ice Hockey Federation stand as the principal force or engine behind the commercialization processes in Swedish sport, due to influences from the commercial culture of NHL (i.e., the ‘Americanization’ of sport and society). In addition, the impact of the KHL with regard to player migration has forced the league to look for new commercial alternatives and forms of organization. At the same time, Swedish sport in general is, like ice hockey, basically founded on and ruled by the hegemony of the Swedish Sports Confederation and its basically idealistic values. Thus, SHL is shaped by normative dualism as well as by an incipient commercialization process. The ambition of the following text in this respect is to describe and analyze this dilemma by applying the concepts of juridification and hybridity, in addition to providing general perspectives on the Americanization processes in ice hockey and by testing and illustrating this dilemma by the case of the Växjö Lakers, Ltd/Plc.
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