For the 2025 Ice Hockey World Championship in Stockholm, Svenska Spel Sport & Casino, in collaboration with Perfect Fools and media partner Tre Kronor Media, is bringing fans closer to the action than ever before — both on and off the ice.

Introducing “Sam Hallam Live”: a unique initiative that captures and streams real-time biometric data from Team Sweden’s head coach, Sam Hallam. Throughout the entire championship — not just during games, but also during press conferences, tactical meetings, and downtime — fans can literally take the coach’s pulse and track his stress levels.

This live data feed offers a raw and revealing glimpse into how pressure, tension, and focus play out in the body of the man behind the bench. Whether it’s a nail-biting third period or a quiet moment in the locker room, “Sam Hallam Live” invites fans into the emotional core of the tournament.

“To visualize something as human as nervousness or determination — in real time — is incredibly powerful. It makes the sport feel even more alive,” says Desiré Engström, Copywriter at Perfect Fools.

The experience is live from May 5 to May 25 at SamHallamLive.se, where fans can explore moment-by-moment pulse data, along with post-game visual summaries that highlight the most emotionally charged moments of each match.

“This is a fun opportunity to give back to the fans and bring them closer to the rink than ever before,” says Sam Hallam, Head Coach of Team Sweden.

“Personally, I’m curious to see the data too — I have no idea how my body reacts during a championship.”

The campaign redefines what it means to “take the coach’s pulse.” It plays out across digital and social channels, as well as select outdoor media placements throughout the tournament.

“We wanted to make the drama even more tangible. Not just what’s happening on the ice, but the mental game taking place behind the scenes,” says Ken Söderqvist, Brand Manager at Oddset, Svenska Spel Sport & Casino.