North American ice hockey’s top-tier NHL has announced the renewals of its betting partnerships in Finland and Sweden.
The league has extended in Finland with local betting company Veikkaus in a multi-year deal, maintaining the firm as an official sportsbook of the NHL in the country, where Veikkaus will continue to feature extensive NHL content on its channels.
As part of the extension, Veikkaus will expand NHL content designed for Finnish fans on the NHL.com/FI regional website, as well as VeikkausTV allowing its customers to watch and play along with live broadcasts of regular-season games and the Stanley Cup Playoffs.
Meanwhile in Sweden, Unibet, the online betting site owned by Kindred Group, has announced a multi-year renewal of its partnership with the NHL in the country.
As an official partner, Unibet will continue to have access to NHL marketing rights in Sweden, including via digitally enhanced dasherboards.
The Digitally Enhanced Dasherboards program allows dynamic graphics to be placed over the physical arena dasherboards at NHL stadiums, meaning the league and the teams can target specific broadcasting markets with specific advertising and messaging.
Philip Lagström, general manager of Kindred Group Sweden, said: “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.”
