Kindred Group plc, through its flagship brand Unibet, has secured its position as an Official Sponsor of the 2025 IIHF Ice Hockey World Championship, set to take place in Sweden and Denmark. This sponsorship further strengthens Unibet’s role as a key supporter of ice hockey, particularly in Sweden and the Nordic region.
As part of the partnership, Unibet plans to enhance the fan experience with exciting activations, unique content, and tailored engagements that will bring the tournament closer to its audience. With Sweden hosting the event for the first time since 2013, and Denmark co-hosting for the second time after its successful debut in 2018, the 2025 tournament is expected to generate significant fan excitement. The growing presence of Danish players in the NHL further elevates the importance of this event, underscoring Denmark’s rising prominence in the ice hockey world.
Ahead of the tournament, Unibet is already offering odds on the tournament’s top contenders. Sweden leads with odds of 3.50, followed by Canada at 4.00 and Finland at 5.50. The Czech Republic stands at 6.50, with the USA at 7.50, and host nation Denmark offering odds of 151.00. Fans can stay updated on odds and tournament developments through Unibet’s app and website, engaging with the action as it unfolds.
Philip Lagström, General Manager for Kindred Group Sweden, commented: “We are incredibly proud to be an Official Sponsor with the of 2025 IIHF Ice Hockey World Championship. Ice hockey holds a special place in the hearts of fans in Sweden, and it will be fantastic to get the tournament back to Sweden. By engaging fans with exciting content and experiences, we aim to enhance the excitement of the tournament and make this a truly memorable event for everyone involved.”
Lars Gade Nielsen, General Manager for Kindred Group Denmark: “We’re excited to be part of one of the biggest sporting events on Danish soil in 2025 and what will undoubtedly by a fantastic experience for the many Danish fans. Although Denmark will be outsiders compared to our Nordic friends, I’m certain that the tournament will become a spectacle for the fans.”
