Unibet becomes an NHL Official Partner in Sweden through newly signed multi-year agreement

Kindred Group announced its flagship online gaming and sports betting brand Unibet has become an Official Partner of NHL (National Hockey League) in Sweden by entering a new multiyear agreement.

"Unibet will, as the first betting company in Sweden, leverage its Official Partner of the NHL designation to conduct dynamic marketing campaigns across the company's digital betting offerings," said the group.

Unibet already has a strong ice hockey offering that now will be enhanced through its partnership with the NHL, the brand noted in a statement, giving its customers "a more authentic experience."

Philip Lagström, Country Manager Unibet Sweden at Kindred Group, commented: "I am very proud and happy that Unibet is the first betting company in Sweden to become an official sponsor of NHL. Through the partnership, we hope to increase interest in ice hockey and the North American league. It will be very exciting to follow NHL in the upcoming years."

John Lewicki, NHL Vice President, Business Development and Partnerships, added: "We are excited to have Unibet as an Official Partner of the NHL. Kindred Group and its brands are well known for their dedication to responsible gambling. We welcome this opportunity to work with Unibet to continue to engage our robust and expanding hockey fanbase in Sweden."

"Ice hockey and NHL are very important for Unibet, and we have for a long time wanted to get more involved to cement the position as the customers' first choice when they want to bet on ice hockey by offering the absolute best, safest and most secure gaming experience," concluded Lagström.

This partnership will be supported by sports technology company Sportradar, the Official Betting Data Rights Partner of the NHL. The NHL is utilizing ad:s, Sportradar's data-driven marketing solution, providing the League with digital marketing services to develop sports betting partnerships outside of North America.

It's been a busy week for Kindred, which has also recently announced that the share of revenue from harmful gambling for the fourth quarter of 2022 decreased to 3.3%, compared to 3,8% in the third quarter. During this period, an increased focus on collaboration was seen, with the launch of a new initiative on disclosing data and the Journey Towards Zero Panel.

In February 2021, Kindred Group committed to its Journey towards Zero, making 0% of revenue generated from harmful gambling an integrated part of its group strategy. The past two years have been focused on internal alignment and accelerating the work underlying the process of getting there, the company said.