Kindred Group’s Unibet operator brand has signed a multi-year extension to its partnership with Sweden’s National Hockey League (NHL).
Unibet, which continues as an official partner of the competition, will continue to have access to a range of marketing rights in Swede including digitally enhanced dashboards.
Fan engagement will be a key focus through tailored content for ice hockey fans and their betting experience.
“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 of Kindred Group Sweden.
“We anticipate heightened fan interest, and we’re thrilled to be part of this journey.”
“Unibet has been a dedicated partner in helping us increase our engagement with passionate hockey fans in Sweden,” said vice president of NHL business development and partnerships, John Lewicki.
“We are thrilled to renew our partnership and look forward to their activation plans for our slate of signature international events.”
This season, the NHL’s international hockey events return, while the 2025 IIHF World Championship is being hosted by Sweden and Denmark.
