Kindred Group, under its flagship brand Unibet, has renewed its multiyear partnership with the National Hockey League (NHL) in Sweden. This renewal further establishes Unibet as a key operator for ice hockey betting in the country while allowing the NHL to strengthen its presence among Swedish fans.
As part of the agreement, Unibet will continue to leverage various marketing rights, including the use of digitally enhanced dashboards (DEDs). The collaboration aims to boost fan engagement by delivering tailored content and enhancing the ice hockey betting experience for Swedish customers. The renewed partnership underscores the ongoing commitment of both Unibet and the NHL to engage Sweden’s robust hockey fanbase.
“We are incredibly proud to extend our partnership with the NHL. Together, we will continue to showcase the excitement and energy of the league, bringing fans even closer to the game. This season will be pivotal for ice hockey in Sweden, with the NHL bringing back its international hockey events and the 2025 IIHF World Championship being hosted by Sweden and Denmark. We anticipate heightened fan interest, and we’re thrilled to be part of this journey” says Philip Lagström, General Manager Kindred Group Sweden.
“Unibet has been a dedicated partner in helping us increase our engagement with passionate hockey fans in Sweden. We are thrilled to renew our partnership and look forward to their activation plans for our slate of signature international events,” said NHL Vice President of NHL Business Development and Partnerships International John Lewicki.
