Unibet becomes NHL’s official sports betting partner in Sweden

Kindred-owned Unibet has signed a multi-year agreement with the National Hockey League (NHL) to become its official league partner in Sweden.

As part of the deal, Unibet will have access to assets for marketing and activation purposes as well as tailored content targeted towards customers.

In-game branding rights are also included as part of the agreement, as is access to NHL branding including NHL marks and logos.

Sportradar, which is already the NHL’s sports betting data rights provider, will be supporting the deal through its ad:s data-driven marketing that has fostered numerous regional sports betting partnerships, including Interwetten’s German and Austrian deals struck last year.

The partnership with the league also complements the partnership agreement Unibet has in place with the New Jersey Devils.

Philip Lagström, Kindred Group’s country manager for Unibet Sweden, said: “I am very proud and happy that Unibet is the first betting company in Sweden to become an official sponsor of the NHL.

“Through the partnership, we hope to increase the interest for the NHL. It will be very exciting to follow the NHL in the coming years.”

John Lewicki, NHL vice-president of business development and partnerships, added: “We are excited to have Unibet as an official partner of the NHL.

“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.”