Unibet becomes first NHL official betting partner in Sweden

Image: Jeppe Gustafsson/Shutterstock

Unibet has inked a multi-year partnership with the National Hockey League to become the first official partner in Sweden. 

The agreement, Unibet will gain access to an array of marketing rights and tailored content from the NHL that will, according to Kindred’s flagship brand, enhance the customers’ experience. 

Philip Lagström, Country Manager Unibet Sweden, Kindred Group, explained: “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 the interest in ice hockey and the North American league. It will be very exciting to follow the NHL in the upcoming years.

“Ice hockey and NHL is 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.”

This partnership will be supported by Sportradar, the official betting data rights partner of the NHL. The NHL is utilising ad:s, Sportradar’s data-driven marketing solution providing the league with digital marketing services to develop sports betting partnerships outside of North America.

“We are excited to have Unibet as an Official Partner of the NHL,” added John Lewicki, NHL Vice President, Business Development and Partnerships. “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.”