The Kindred Group, under its flagship brand Unibet, has announced a multi-year renewal of its partnership with the National Hockey League (NHL) in Sweden.
The partnership solidifies Unibet as the leading ice hockey betting operator in Sweden and allows the league to continue to serve its robust fan base in the country.
Unibet is Kindred’s main brand
Kindred Group plc (Kindred) has announced a multi-year renewal as “Official Partner of the NHL”. Therefore, Unibet, Kindred‘s flagship brand, will continue to have access to a variety of marketing rights in Sweden. The partnership will entitle digitally enhanced control panels (DEDs).
Additionally, it will focus on driving fan engagement through personalized content. The aim is to enhance the ice hockey betting experience for Swedish customers.
“We are incredibly proud to extend our partnership with the NHL. So, together, we will continue to bring fans even closer to the game. This season will be pivotal for ice hockey in Sweden,” says Philip Lagström, General Manager of Kindred Group Sweden.
“Thus, the NHL will bring back its international hockey events, such as the 2025 IIHF World Championship which will be hosted in Sweden and Denmark. We anticipate increased interest from fans and are excited to be part of the journey.”
“Unibet has been a dedicated partner in helping us increase our engagement with hockey fans in Sweden. Therefore, we are excited to renew our partnership,” said NHL Vice President of Business Development and International Partnerships John Lewicki.
About Kindred Group
Kindred Group is one of the world’s leading online gaming operators, with businesses in Europe and Australia, offering over 30 million customers across 9 brands a great form of entertainment in a safe, fair and sustainable environment.
The company, which employs approximately 2,500 people, is listed on the Nasdaq Stockholm Large Cap and is a member of the European Gaming and Betting Association (EGBA) and a founding member of the IBIA (International Betting Integrity Association).
