NHL, North American ice hockey’s top-tier has announced the renewals of its betting collaborations in Finland and Sweden.
The league has extended in Finland with Veikkaus, a local betting company in a multi-year deal. It maintains the firm as an official sportsbook of the NHL in the country. Veikkaus will continue to feature extensive NHL content on its channels. As part of the extension, Veikkaus will expand NHL content for Finnish fans on the NHL.com/FI regional website. Additionally, VeikkausTV will allow customers to watch and play along with live broadcasts of regular-season games and the Stanley Cup Playoffs.
On the other hand, the online betting site owned by Kindred Group, Unibet, has announced a multi-year renewal of its collaboration with the NHL in Sweden.
Unibet will keep on having access to NHL marketing rights in Sweden, as an official partner. This includes through digitally enhanced dasherboards.
The NHL will place dynamic graphics over the physical arena dasherboards at its stadiums through The Digitally Enhanced Dasherboards program. This means that 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 crucial for ice hockey in Sweden. The NHL is bringing back its international events. Sweden and Denmark will host the 2025 IIHF World Championship. They expect increased fan interest and are excited to be part of this journey.
Joseph Stravato, NHL Director of Business Development, expressed excitement about the partnership extension with Veikkaus. He emphasized their shared commitment to delivering content and access to hockey fans in Finland.
Stravato also expressed excitement about extending their partnership ahead of the 2024 NHL Global Series Finland. The event will feature some of the biggest Finnish NHL stars in front of a hometown audience in Tampere.
