Kindred Group plc (Kindred) has renewed its NHL Official Partner status for a multi-year period. Kindred’s main brand Unibet will retain a range of marketing rights in Sweden, including digitally enhanced dash boards (DEDs).
The collaboration will also prioritize increasing fan interaction through specialized material to improve the ice hockey betting experience for Swedish clients.
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“We are really pleased to prolong our cooperation with the NHL. Together, we will continue to display the league’s enthusiasm and intensity, bringing fans closer to the action. This season will be significant for Swedish ice hockey, with the NHL reintroducing international hockey competitions and Sweden and Denmark hosting the 2025 IIHF World Championship.
We anticipate increased fan interest and are excited to be a part of this journey,” stated Philip Lagström, General Manager Kindred Group Sweden.
“Unibet has been a valuable partner in increasing our relationship with passionate hockey fans in Sweden. We are thrilled to renew our partnership and eagerly await their activation plans for our slate of signature international events,” said NHL Vice President of NHL Business Development and Partnerships International John Lewicki.
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