The Kindred Group has strengthened its relationship with the National Hockey League (NHL) through a multi-year partnership extension for its Unibet brand in Sweden. This agreement enables Unibet to continue providing ice hockey betting services and leverage exclusive NHL-related marketing rights in the region. The collaboration aims to enhance fan engagement, improve the betting experience, and elevate the visibility of ice hockey across Sweden.
This extension is part of Kindred Group’s broader strategy to maintain a strong presence in major sports partnerships, marking a significant milestone for both Unibet and the NHL.
Exclusive Marketing Rights and Enhanced Fan Engagement
As part of the extended partnership, Unibet will gain access to exclusive NHL marketing rights in Sweden, enabling the brand to deepen its connection with the country’s hockey fanbase. The digitally enhanced dashboards featuring the Unibet logo will be integrated into NHL broadcasts and other platforms, ensuring prominent exposure during NHL games.
This partnership focuses on offering superior betting services and boosting fan interaction and engagement. By aligning Unibet with one of the world’s most prestigious ice hockey leagues, Kindred Group reinforces its brand’s credibility and relevance among Swedish ice hockey fans.
Strengthening NHL’s Presence in Sweden
This partnership is particularly significant as Sweden has a long-standing tradition of ice hockey excellence, producing numerous world-class players. The collaboration between Unibet and the NHL aims to further the league’s reach in the region, while also nurturing local passion for the sport.
According to John Lewicki, NHL VP of Business Development and Partnerships International, the renewal of this partnership demonstrates the success of their collaboration in previous seasons. “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,” said Lewicki.
This strategic move underlines the NHL’s commitment to growing its global fanbase and increasing its market presence in Europe, with Sweden being a key territory.
Unibet’s Commitment to Swedish Ice Hockey
Philip Lagström, General Manager of Kindred Group Sweden, echoed the enthusiasm surrounding the partnership renewal. He emphasized that the extended collaboration would allow Unibet to continue bringing fans closer to the game through exclusive access to NHL content and an enhanced betting experience.
Lagström commented: “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.”
With the international hockey calendar gearing up, including the NHL Global Series and the 2025 IIHF World Championship, the spotlight on ice hockey is set to intensify in Sweden. Unibet’s involvement in these key events will likely heighten its visibility and appeal to both casual and avid ice hockey fans in the region.
Building on a Legacy of Successful Partnerships
This deal comes on the heels of several other high-profile sponsorships by Kindred Group. Earlier in September 2024, Unibet was named the lead sponsor for snooker’s British Open, further solidifying the brand’s involvement in diverse sports sectors. Additionally, Kindred Group extended partnerships with Middlesborough FC and Rangers FC, highlighting its continued commitment to strengthening relationships with top-tier sporting entities.
Unibet’s ability to establish long-term partnerships with major sports leagues and organizations showcases its dedication to delivering a superior betting experience while simultaneously supporting sports development. By aligning with the NHL, Unibet further cements its position as a leading sports betting brand in the competitive Swedish market.
The Role of Ice Hockey Betting in Sweden’s Growing Market
Sweden’s betting market has witnessed substantial growth in recent years, and ice hockey continues to be a cornerstone of this expansion. The country boasts a rich ice hockey tradition, with a large and passionate fanbase that eagerly follows both domestic and international leagues.
The renewed partnership between Unibet and the NHL underscores the importance of ice hockey betting within this landscape. With more exclusive content, tailored promotions, and an overall enhanced user experience, Unibet aims to tap into the growing demand for ice hockey betting among Swedish bettors.
This partnership also allows Unibet to offer innovative betting options tied directly to NHL events, ensuring that fans remain engaged throughout the season. Whether it’s wagering on live games, predicting outcomes, or participating in custom promotions, Unibet is poised to deliver an all-encompassing betting experience that caters to the preferences of Swedish ice hockey enthusiasts.
Looking Ahead: The Future of Unibet and NHL in Sweden
Both Unibet and the NHL are expected to explore further opportunities for growth and innovation. With Sweden hosting the 2025 IIHF World Championship and other key international ice hockey events, the spotlight on the sport will only grow brighter in the coming years.
This extended collaboration positions Unibet to capitalize on the growing popularity of ice hockey betting in Sweden, while also allowing the NHL to strengthen its foothold in a market that is deeply passionate about the sport.
Through exclusive marketing rights, enhanced fan engagement, and a commitment to promoting the excitement of NHL games, Unibet is set to play a pivotal role in shaping the future of ice hockey in Sweden.
FAQs About Kindred Group’s Partnership Extension with the NHL for Unibet in Sweden
1. What is the new partnership between Kindred Group and the NHL?
The Kindred Group has extended its partnership with the National Hockey League (NHL), focusing on the Unibet brand in Sweden. The multi-year deal grants Unibet exclusive marketing rights related to NHL content in Sweden, intending to enhance fan engagement and ice hockey betting services.
2. What does this partnership mean for Unibet?
Through this partnership, Unibet will gain exclusive NHL-related marketing rights in Sweden. This includes integrating Unibet branding into digitally enhanced dashboards during NHL broadcasts. Unibet aims to offer a better ice hockey betting experience to Swedish users and increase its brand visibility among hockey fans.
3. How will this partnership impact Swedish hockey fans?
The partnership will bring Swedish fans closer to NHL games by enhancing fan engagement. Through exclusive content and better betting options, Unibet will offer more ways for fans to interact with the sport, especially during key international events like the 2025 IIHF World Championship.
4. Why is the partnership extension important for the NHL in Sweden?
This extension strengthens the NHL’s presence in Sweden, a key hockey market. By working with Unibet, the NHL can grow its fanbase in the region and increase overall interest in the sport through promotional campaigns and exclusive content.
5. How long will the Unibet-NHL partnership in Sweden last?
The new deal is a multi-year partnership, ensuring that Unibet will continue to be the exclusive betting partner for the NHL in Sweden for the foreseeable future.
6. What other sports partnerships has Kindred Group entered into recently?
In September 2024, Unibet was named the lead partner for snooker’s British Open. Additionally, Kindred Group has extended its partnerships with Middlesborough FC and Rangers FC in the same month, reinforcing its position in multiple sports sectors.
7. Will this partnership affect betting options on Unibet’s platform?
Yes, the partnership will likely introduce innovative ice hockey betting options related to NHL games, offering more customized promotions, live betting, and other engaging features for Swedish users.
8. What events will be key for this partnership in the upcoming years?
Major events like the 2025 IIHF World Championship, which will be co-hosted by Sweden and Denmark, will be crucial. These events will heighten fan interest, and Unibet is expected to play a significant role in promoting them to Swedish audiences.
9. How will the partnership benefit the growth of ice hockey betting in Sweden?
The deal allows Unibet to offer exclusive content and promotions tied to NHL events, enhancing the overall ice hockey betting experience. With the sport’s growing popularity in Sweden, the partnership aims to capitalize on the increasing demand for betting services.
10. Who commented on the partnership from Unibet’s side?
Philip Lagström, General Manager of Kindred Group Sweden, highlighted that the partnership will help bring fans closer to the excitement of NHL hockey, especially with major international events coming up in Sweden.
11. What was the NHL’s reaction to the partnership extension?
John Lewicki, NHL VP of Business Development and Partnerships International, expressed satisfaction with Unibet’s role in increasing engagement with hockey fans in Sweden and looks forward to continuing the collaboration.
12. What is Unibet’s role in promoting ice hockey in Sweden?
Unibet plays a pivotal role in promoting the NHL and increasing its visibility in Sweden through exclusive access to NHL content, marketing rights, and fan engagement initiatives, making the sport more accessible to Swedish audiences.
