Unibet and NHL Extend Partnership to Boost Ice Hockey Betting in Sweden
Kindred Group, through its flagship brand Unibet, has announced the multiyear renewal of its partnership with the National Hockey League (NHL) in Sweden. This renewal solidifies Unibet’s position as the top operator for ice hockey betting in the country while enabling the NHL to continue serving its passionate fanbase.
As an official partner of the NHL, Unibet will retain access to various marketing rights in Sweden, including digitally enhanced dashboards (DEDs), and will focus on delivering tailored content to engage fans and elevate the ice hockey betting experience for Swedish customers.
"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," said Philip Lagström, General Manager Kindred Group Sweden.
"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."
John Lewicki, NHL Vice President of Business Development and Partnerships International, added:
"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."
