The 2025 IIHF Ice Hockey World Championship has announced Unibet, the flagship brand of Kindred Group, as an official sponsor.
Under this agreement, Unibet will provide fans with exclusive experiences, activations and personalised content, all designed to bring supporters closer to the championship. This year’s event will be co-hosted by Denmark and Sweden, marking Sweden’s first time hosting since 2013.
The 2025 IIHF Ice Hockey World Championship is an international tournament, featuring the best ice hockey teams competing for the title. The previous champions, Czech Republic will look to defend its title at this year’s event.
Unibet has stated that the sponsorship deal is important as it solidifies the brand’s position as a key supporter of ice hockey and its fans.
Philip Lagström, General Manager for Kindred Group Sweden, commented: “We are incredibly proud to be an official sponsor of the 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.”
Looking ahead to the competition, the sports betting platform is offering fans the chance to explore the top contenders for the tournament.
Sweden is the favourite to win, followed by Canada and Finland. The Czech Republic and the USA are also strong competitors, while co-host nation Denmark is considered an underdog.
Lars Gade Nielsen, General Manager for Kindred Group Denmark, said: “We’re excited to be part of one of the biggest sporting events on Danish soil in 2025 and what will undoubtedly be 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 has built a large portfolio of sports sponsorships over the years, supporting a variety of events across football, tennis, cycling, and more. In July, the World Snooker Tour (WST) named Unibet its primary sponsorship partner for the British Open, further expanding its presence in the sports industry.
Additionally, the sportsbook has already shown what activations it can create to engage fans this year when it launched a campaign with the Dutch cycling team to raise awareness about heart health issues within the cycling community.
