Unibet, the flagship brand of Kindred Group, has renewed its multiyear partnership with the National Hockey League (NHL) in Sweden. The agreement will see Unibet continue as the league’s Official Partner, securing its status as the leading operator for ice hockey betting in the country. The renewal strengthens Unibet’s presence in the Swedish market and offers the NHL an opportunity to further connect with its growing fanbase.
Under the terms of the partnership, Unibet will retain a range of marketing rights in Sweden, including the use of digitally enhanced dashboards (DEDs) to promote its brand during NHL broadcasts. The use of DED technology allows Unibet to reach Swedish fans more effectively, particularly during key moments of NHL games. The agreement will also allow Unibet to develop tailored content aimed at enhancing the betting experience for Swedish ice hockey fans.
Philip Lagström, General Manager of Kindred Group Sweden, expressed his enthusiasm for the partnership renewal. “We are incredibly proud to extend our partnership with the NHL,” he said. “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.”
The renewal also coincides with a notable period for the NHL, as Sweden prepares to host key international events, including the NHL’s International Series and the IIHF World Championship in 2025. This timing provides a unique opportunity for Unibet to capitalise on the growing interest in the sport, using its platform to engage Swedish fans during these high-profile tournaments.
John Lewicki, NHL Vice President of Business Development and Partnerships International, welcomed the renewal of the partnership, citing Unibet’s role in expanding the NHL’s reach in Sweden. “Unibet has been a dedicated partner in helping us increase our engagement with passionate hockey fans in Sweden,” Lewicki said. “We are thrilled to renew our partnership and look forward to their activation plans for our slate of signature international events.”
The partnership is part of Kindred Group’s broader strategy to leverage the popularity of ice hockey in Sweden, where the NHL has a strong following. By renewing its partnership with the NHL, Unibet hopes to enhance fan engagement through exclusive content, while also reinforcing its position as a market leader in ice hockey betting.
With the upcoming international events and the growing popularity of ice hockey in Sweden, both Unibet and the NHL expect a surge in fan engagement. Unibet aims to be at the forefront of this development, offering Swedish ice hockey enthusiasts an enriched betting experience as the NHL continues to grow its footprint in the region. Read more on www.kindredgroup.com.
