Kindred Group’s Unibet sportsbook brand has renewed its position as official partner of the National Hockey League (NHL) in Sweden.
The operator will continue to have access to a variety of marketing rights in the country relating to the US major hockey league, including digitally enhanced dash boards (DEDs).
Philip Lagström, General Manager Kindred Group Sweden, commented: “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.”
Furthermore, the pair will also focus on driving fan engagement through tailored content to enhance the ice hockey betting experience for Swedish customers.
“Unibet has been a dedicated partner in helping us increase our engagement with passionate hockey fans in Sweden,” added NHL Vice President of NHL Business Development and Partnerships International, John Lewicki.
“We are thrilled to renew our partnership and look forward to their activation plans for our slate of signature international events.”
Unibet became the official partner of the NHL in February last year, in a deal that first focused on creating ‘dynamic marketing campaigns’ across the operator’s digital betting offerings. The new collaboration further expands Unibet’s ice hockey portfolio.
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