Unibet, one of the major brands from the Malta-based Kindred Group has managed a multi-year renewal of its partnership with the National Hockey League (NHL) in Sweden. The agreement confirms Unibet as the main supplier of ice hockey betting services within the country. This renewal further cemented Unibet’s position for a wide array of NHL-related betting options, with the intent to grow even more in terms of excitement regarding the league in Swedish hockey fans. The extended deal also gives Unibet exclusivity on various NHL marketing opportunities within Sweden to hammer home its position within the sports betting market.
Increased Digital Visibility and Fan Engagement Efforts
This time, Unibet‘s branding will also be heavy on screens in digitally enhanced dashboards at events of the NHL to drive visibility. The deal underlines that rather than pure ads, the agreement shall serve to improve fan engagement and raise awareness around ice hockey in Sweden. The partnership has digital features tailored to bring fans closer to the sport, and an interactive environment to make it more immersive when following games. This commitment to engagement underlines Unibet’s commitment to improving the fan experience while growing the popularity of ice hockey.
Statements of NHL and Unibet Representatives
John Lewicki, NHL Vice President of Business Development and Partnerships International, was also proud to comment on the strong partnership with Unibet. “Unibet has been a committed partner in helping us to grow our engagement of passionate hockey fans in Sweden. We are delighted to extend our partnership and excited to see their activation plans for our slate of signature international events.” This indicates how much this would interest the NHL in partnering with Unibet over time, given its continued support of the league’s expansion in Sweden.
For Unibet, this deal marks another major milestone. As commented by Philip Lagström, General Manager of Kindred Group Sweden: “We are extremely proud that we can continue our partnership with the NHL. Together, we will continue to promote the excitement and energy of the league and bring the fans closer to the action.” With two international games in the 2025 IIHF World Championship, co-hosted by Sweden and Denmark, Unibet and the NHL anticipate greater fan involvement.
Broader Impact and Future Prospects
This extension of the partnership comes after some major sponsorships from Kindred Group, including recent roles with the British Open for snooker and football clubs Middlesborough FC and Rangers FC. This type of partnership represents a route to further expansion for Unibet in sports betting across a wide array of markets. In Sweden, Unibet’s deal with the NHL makes a bold move in securing its place in the sports fraternity, therefore promising hockey fans an experience that’s far superior all over the nation.
More importantly, the long-term partnership is part of Unibet’s commitment to the promotion of sports engagement and evidence of the wider initiative of the Group to support various athletic events.