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Unibet becomes official partner of NHL in Sweden

February 7, 2023

Kindred Group, under its flagship brand Unibet, has entered into a multiyear agreement to become an Official Partner of the National Hockey League (NHL) in Sweden. As part of the partnership, Unibet will have access to a myriad of marketing rights and tailored content that will enhance customers’ experience.

Unibet already has a strong ice hockey offering that now will be strengthened through its partnership with the NHL, giving its customers a more authentic experience.

“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,” said Philip Lagström, Country Manager Unibet Sweden, Kindred Group.

“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.

“Ice hockey and the 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,” concluded Lagström.

Unibet will leverage its Official Partner of the NHL designation to conduct dynamic marketing campaigns across the company’s digital betting offerings. Unibet will receive in-game advertising through the new and exciting Digital Enhanced Dasherboard (DED) technology. Unibet will also receive premier marketing positions on NHL digital assets, and rights to use NHL marks, logos and official designations designed to help create authentic NHL fan and consumer marketing programs that build brand awareness and drive new customer acquisition.

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.

Categories: Press Releases

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