Kindred Group, a global gaming and entertainment company, announced that the National Hockey League (NHL) in Sweden and its flagship brand, Unibet, have extended their collaboration.

Unibet grows further its position thanks to the new deal

In order to strengthen its position in the European nation, the company confirmed that Unibet had signed a multi-year renewal agreement with the NHL. Unibet will continue to be an Official Partner of the League under the terms of the new multi-year partnership. In addition to drawing ice hockey bettors, the partnership will assist the NHL in maintaining its relationship with hockey fans nationwide. It should come as no surprise that ice hockey fans will have fun thanks to the NHL and Unibet partnership. Customers throughout Sweden will be able to enjoy personalized content and distinctive ice hockey betting experiences.

Digitally enhanced dashboards (DEDs) and various marketing rights in the nation will also help Kindred's flagship brand, increasing Unibet's visibility and assisting it in attracting new clients.

The pair anticipates success from their partnership.

NHL Vice President of NHL Business Development and Partnerships International John Lewicki expressed his enthusiasm for the subject. "Unibet has been a dedicated partner in helping us increase our engagement with passionate hockey fans in Sweden," he revealed. 

Lewicki also stated that the NHL is happy to extend its fruitful collaboration with Unibet. The League looks forward to the success that the renewed partnership will bring, the executive finally acknowledged.

Kindred Group Sweden's General Manager, Philip Lagström, was equally excited about the new partnership with the NHL in Sweden. He clarified that by working together, the two would interact with the fans more readily than they had previously. "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," added Lagström.

Last but not least, the General Manager outlined: "We anticipate heightened fan interest, and we're thrilled to be part of this journey."

Octoplay recently announced that it had partnered with Kindred Group to secure a significant content partnership. 

The partnership, which was first announced in August, allowed the former business to reach a wider audience with its content in several key markets, such as Sweden, the Netherlands, and the UK.

As a result of the partnership, Kindred Group received a dozen games from Octoplay, bolstering its product line in those crucial markets.