Kindred Group’s flagship brand, Unibet, is poised to become the leading sponsor of the 2025 IIHF Ice Hockey World Championship. Under the agreement, Unibet will offer exclusive experiences, activations and personalised content to fans.
This sponsorship decision is largely influenced by Unibet’s commitment to fostering a strong relationship with the ice hockey community, especially in the Nordic region. The sponsorship marks a step towards Unibet strengthening its brand presence in the world of sports.
The 2025 IIHF World Ice Hockey Championships will be played in Sweden and Denmark, two countries known for their history in ice hockey. It will be Sweden’s first-time hosting since 2013, and Denmark’s second co-hosting after a successful debut ten years ago.
Unibet’s betting odds for the tournament
Unibet, the sports betting expert, is another major partner in the ventures. The Unibet app and website will keep fans updated on the latest odds for the top contenders in the tournament. Fans can follow the match and bet on several outcomes, the odds currently favouring Sweden as the top underdog.
Philip Lagström, General Manager for Kindred Group Sweden, said, “We are incredibly proud to be an Official Sponsor with the of 2025 IIHF Ice Hockey World Championship. Ice hockey holds a special place in the hearts of fans in Sweden, and it will be fantastic to get the tournament back to Sweden. By engaging fans with exciting content and experiences, we aim to enhance the excitement of the tournament and make this a truly memorable event for everyone involved.”
Lars Gade Nielsen, General Manager for Kindred Group Denmark, said, “We are excited to be part of one of the biggest sporting events on Danish soil in 2025 and what will undoubtedly by a fantastic experience for the many Danish fans. Although Denmark will be outsiders compared to our Nordic friends, I’m certain that the tournament will become a spectacle for the fans.”
Unibet will also introduce bookmaking odds and use technology, social media, and exclusive content to engage and manage fans innovatively. The company will create behind-the-scenes access, real-time updates, and fan-focused experiences to provide content to its audience.
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