Key points:
- Kindred Group has signed an extension to its partnership with the NHL
- The group’s Unibet brand will continue to act as the NHL’s leading operator in Sweden
- This new agreement is a multiyear extension to the pair’s pre-existing deal
Kindred Group has signed a partnership extension for its Unibet brand and the National Hockey League (NHL) in Sweden, which will see Unibet continue to provide ice hockey betting services in the region.
The newly brokered agreement will carry on through the long term as a multiyear deal, allowing Unibet exclusive access to various NHL related marketing rights in Sweden. Digitally enhanced dashboards featuring the Unibet logo will be included as part of the arrangement, with the partnership also focusing on enhancing fan engagement and awareness of ice hockey in the nation.
NHL VP of NHL Business Development and Partnerships International John Lewicki said: "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."
For the Unibet brand, this news falls in the wake of an additional sponsorship deal that saw the organisation act as the lead partner for snooker’s British Open in September 2024. More broadly, however, Kindred Group also signed partnership extension deals with both Middlesborough FC and Rangers FC in September.
Good to know: Kindred announced an executive reshuffle last week following FDJ’s acquisition of over 90% of its shares earlier this month
Speaking on this latest partnership extension with the NHL, Philip Lagström, General Manager Kindred Group Sweden, said: "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."