The National Hockey League (NHL) in Sweden and Kindred Group have extended their partnership, allowing Unibet to continue offering ice hockey betting services in the area.   

With the newly mediated agreement, Unibet will have exclusive access to a number of NHL-related marketing rights in Sweden for the duration of the multiyear contract. As part of the agreement, digitally enhanced dashboards with the Unibet logo will be included. The partnership also aims to raise national awareness of ice hockey and increase fan engagement.  

"Unibet has been a committed partner in helping us increase our engagement with passionate hockey fans in Sweden," stated John Lewicki, vice president of NHL Business Development and Partnerships International. We are overjoyed to extend our collaboration and eagerly await their plans to activate our lineup of noteworthy global events." 

This announcement follows another sponsorship agreement in which Unibet served as the primary sponsor of the British Open in snooker in September 2024. On a larger scale, though, Kindred Group also inked partnership extension agreements with Rangers FC and Middlesborough FC in September.  

"We are extremely proud to extend our partnership with the NHL," said Philip Lagström, General Manager of Kindred Group Sweden, in reference to the most recent partnership extension. By working together, we will keep showcasing the league's enthusiasm and vitality and bringing spectators closer to the action.