Kindred Group’s Unibet brand has renewed its partnership with the National Hockey League (NHL) in Sweden.
The multi-year extension allows Unibet to continue to serve as an official partner of the NHL in the Nordic nation and gives the operator access to NHL marketing assets, including digitally enhanced dashboards.
The partnership will also focus on driving fan engagement through tailored content to enhance the betting experience for Swedish players.
“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, Kindred’s general manager for 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, VP of NHL business development and partnerships, commented: “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.”