Disclaimer: I am a Finn, not a native Swedish speaker, but here goes anyway.
"Kanske lite snålare" is a quite mild expression. "Maybe little more stingy" comes close. He is not implying Anaheim are "cheap" in a negative tone, in fact he seems to be going out of his way to avoid appearing inflammatory. To me, he clearly understands that a business negotiation is under way. Having said that, he is clearly taking a stand, making it clear that he wants "what he's worth".
"Skambud" is wordplay on the word for "offer". It translates literally to "shame offer", something that is ridiculously or obviously below market value. It ties into other quotes when he says you must "compare with what other players are getting and adapt to that". Also, you don't want to "hurt others by setting the bar too low".
All in all, he's putting a lot of emphasis on what's "fair". Granted that's partly a Swedish cultural thing: the nation as a whole is more or less obsessed with fairness and equality, so it's a natural tone for a public eye discussion to take, especially when there isn't a lot of substance to talk about. It's like the Brits discussing weather. But regardless, that's his message, and he's driving it home with intent.