Kindred names Hard Rock as NJ licensing partner
Swedish operator to launch Unibet brand for betting and gaming, pending DGE approval
Kindred has today announced the Hard Rock Casino in Atlantic City as its licensing partner for New Jersey online gaming and sports betting.
The agreement spans 5+5 years, with Kindred hailing an “important first step” in its US expansion.
The operator told EGR it would use its Unibet brand for both sports betting and casino in New Jersey.
“This is a very exciting moment for Kindred as we have been working hard to take this first important step into what will most likely become the largest betting market in the world,” said Kindred’s SVP USA Manuel Stan.
“I’m also delighted that we have been able to team up with a true lifestyle and entertainment brand and I am confident that Kindred and Hard Rock will give New Jersey customers an absolutely great sports betting and gaming experience.”
Unibet will be the second sports betting skin on the Hard Rock license, alongside bet365.
The Unibet sportsbook is powered by Kambi, which also supplies DraftKings.
“Hard Rock is proud to partner with one of the fastest growing operators in the industry. We are hopeful that Kindred’s international experience and commitment to innovation will translate to a significant success in New Jersey,” said Kresimir Spajic, SVP online gaming at Hard Rock International.
The Hard Rock has also carried out an RFP to find a sports betting supplier for its own offering, although the company’s sponsorship of the Miami Dolphin’s home stadium could cause some licensing issues. The Golden Nugget for example is unable to take bets on NBA games because owner Tillman Fertitta also own the Houston Rockets.