Kindred Group has signed an extension agreement for its Unibet brand with the Swedish National Hockey League (NHL), where Unibet will continue to offer hockey betting services in the region.
The newly reached agreement will serve as a long-term multi-year agreement, allowing Unibet exclusive access to various NHL-related marketing rights in Sweden. The agreement includes digital enhanced dashboards featuring the Unibet logo, and this collaboration also aims to increase fan engagement and awareness of hockey in the country.
John Lewicki, Vice President of International Business Development and Partnerships at NHL, stated: "Unibet has been a loyal partner, helping us increase interaction with passionate hockey fans in Sweden. We are delighted to renew our partnership and look forward to their plans for launching a series of iconic international events."
This announcement for the Unibet brand comes after an additional sponsorship agreement that made the organization the main partner of the Snooker British Open in September 2024. Moreover, in a broader sense, Kindred Group also renewed cooperation agreements with Middlesbrough Football Club and Rangers Football Club in September.
Good news: Earlier this month, FDJ acquired over 90% of Kindred's shares, and last week Kindred announced a senior management reshuffle.
Discussing the latest extension of cooperation with the NHL, Philip Lagström, General Manager of Kindred Group Sweden, said: "We are very proud to extend our cooperation with the NHL. Together, we will continue to showcase the league's passion and vitality, bringing fans closer to the game.
"This season is crucial for Swedish hockey as the NHL resumes its international hockey events, and the 2025 IIHF World Championship will be hosted by Sweden and Denmark.
"We expect fan interest to be higher, and we are excited to be part of this journey."
