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Kindred’s Unibet Extends Its NHL Partnership Deal in Sweden
As per the agreement, Kindred Group will remain an official partner of the league, empowering the Unibet brand with cutting-edge hockey content
Kindred Group’s flagship Unibet brand just renewed its partnership with the National Hockey League (NHL) in Sweden. This multi-year extension will cement the sportsbook as the leading provider of ice hockey betting in the country.
Unibet Extends Its NHL Deal in Sweden
As per the agreement, Kindred Group will remain an official partner of the league, empowering the Unibet brand with cutting-edge hockey content. The agreement will provide the operator with NHL marketing rights and the opportunity to dazzle fans with digitally enhanced dashboards.
The partnership will maintain high levels of NHL betting engagement in Sweden, allowing the league to continue to serve its passionate Swedish fans. To that end, the two companies will work on bespoke content that has been designed specially for NHL bettors in Sweden.
Coming shortly after Kindred’s acquisition by the French lottery powerhouse FDJ, the deal will reinforce the group by empowering its betting offerings and allowing it to bring fans closer to the game. The partnership comes just in time for the return of beloved hockey events such as the upcoming IIHF World Championship.
Kindred Remains Committed to Promoting Hockey
Kindred Group Sweden’s general manager, Philip Lagström, commented on the agreement, saying that his team is “incredibly proud” to extend its relationship with the NHL. He added that the partnership will continue to showcase the excitement and energy of professional hockey while providing fans with front-row seats to all the action.
Lagström was likewise excited about the 2025 hockey calendar, saying that his team anticipates high fan activity.
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.
Philip Lagström, general manager, Kindred Group Sweden
In the meantime, John Lewicki, NHL’s vice president of international NHL business development and partnerships, thanked Unibet for its efforts to promote professional hockey in Sweden.
We are thrilled to renew our partnership and look forward to their activation plans for our slate of signature international events.
John Lewicki, VP of international NHL business development and partnerships, NHL
Kindred Group recently published an unaudited financial update as part of its M&A agreement with FDJ. The company reported that its diversified market footprint allowed it to reach a total revenue of GBP 294.5 million ($382.5 million) for Q3 2024.
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