Unibet Renews Multiyear Partnership with NHL in Sweden

Unibet has cemented its position as the leading ice hockey betting operator in Sweden, renewing its multiyear partnership with the NHL. This agreement ensures that Unibet will continue to engage passionate hockey fans in Sweden, providing exclusive access to NHL-related content and enhancing the fan experience.

Unibet Signs Multiyear Deal to Continue as NHL’s Leading Ice Hockey Betting Operator in Sweden

Kindred Group, the parent company of Unibet, has announced the renewal of its multiyear partnership with the National Hockey League (NHL) in Sweden. This agreement extends Unibet’s role as the primary ice hockey betting operator in the country, allowing it to continue offering exclusive betting services and access to NHL marketing rights.

Key Points:

1. Partnership Extension: The new deal extends Unibet’s role as the NHL’s leading ice hockey betting operator in Sweden, building on an already successful partnership.
2. Exclusive Rights: Unibet will have exclusive marketing rights, including digitally enhanced dashboards displaying the Unibet logo during NHL events in Sweden.
3. Fan Engagement: The partnership also aims to enhance fan engagement in Sweden, promoting the excitement of ice hockey through various marketing activations.

John Lewicki, VP of NHL Business Development and Partnerships International, expressed excitement about the renewed collaboration:
“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.”

A Key Partnership for Unibet

This renewed partnership is part of Unibet’s broader strategy to strengthen its brand through sports partnerships. Unibet recently acted as the lead sponsor for the 2024 British Open snooker tournament, further solidifying its presence in the world of sports.

The Swedish ice hockey market is set to experience increased excitement, with the NHL returning to the country for international events and Sweden co-hosting the 2025 IIHF World Championship alongside Denmark. Philip Lagström, General Manager of Kindred Group Sweden, highlighted the significance of this partnership extension for Unibet and Swedish hockey fans:
“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.”

Enhancing Fan Experience

The renewed partnership goes beyond branding, with Unibet and the NHL focusing on delivering an enhanced fan experience. With exclusive content, real-time betting options, and digital activations, fans will have the opportunity to engage with their favorite sport in new and exciting ways.

The collaboration also provides Unibet with a unique platform to connect with hockey enthusiasts across the nation, boosting its market position and further embedding its brand in Sweden’s sports culture.

A Broader Strategic Move

This partnership with the NHL is part of Kindred Group’s broader push to expand its footprint across major sports and regions. In addition to its work with the NHL, Kindred recently signed partnership extension deals with Middlesbrough FC and Rangers FC. This strategy has helped Kindred to further enhance its global brand visibility across key sports markets.

Moreover, Kindred’s recent executive reshuffle follows FDJ’s acquisition of over 90% of the company’s shares, indicating continued growth and strategic direction within the group.

Unibet’s multiyear extension with the NHL solidifies its position as the leading ice hockey betting operator in Sweden. With exclusive marketing rights and a focus on fan engagement, this partnership will provide Swedish ice hockey fans with an enhanced experience as the NHL continues to grow in popularity across the country. As Unibet deepens its involvement with major sports organizations, its strategic growth in European markets looks set to continue.