It's still hard for me to understand, Mora is the bigger town and their team plays in the Elitserien while Leksand I think plays in the Allsvenskan (not sure) yet they have the much better arena (couldn't even fit my feet in the seats in Mora... the rows are too close to each other...).
They must have really good sponsors in Leksand...
Leksand built the arena when they were still supposed to be playing in the SEL... then got demoted the first year in the new barn. Mora just upgraded their old Smidjegrav rink to meet SEL standards, no more.
Leksand is a classic SEL franchise, has traditionally been "Sweden's team" with fans all over the country (that may change with their recent struggles). In the 70s there were two teams of significance in the league - Leksand and Brynas. A great rivalry. Mora has no such history, yet.
Mora on the other hand haven't been up in the SEL ranks since the 60s, until the past seasons. Pyramid systems suck, eh? New 14 million Euro barn in Leksand, then you have to play no name clubs like Vaxjo, Arboga and Oskarshamn in it... sheesh. Over the past seasons they've been climbing up and falling out of the SEL division periodically, spent a lot of money on expensive pro:s and squandered much of their own junior players... bummer.
Oh, and while Leksand is a backwater hamlet, they effectively were the hockey team of an entire province, meaning their sponsors and investors network and fanbase is much larger than the town itself.