Unibet Partners With NHL For Gambling In Sweden

Kindred Group announced that its flagship sports betting brand Unibet has become an official gambling partner of the National Hockey League in Sweden through a multiyear agreement.

Unibet is a live sports betting operator in several U.S. states, but it has a stronger presence in Europe.

As the first betting company in Sweden, Unibet will leverage its official partner of the NHL designation to conduct marketing campaigns across its digital betting offerings. Unibet already has an ice hockey offering that will be strengthened through its partnership with the NHL.

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

The NHL, headquartered in New York City, also praised the deal.

“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,” said John Lewicki, NHL Vice President, Business Development and Partnerships.

“Ice hockey and NHL are 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,” added Lagström.

This partnership is backed by Sportradar, the official betting data rights partner of the NHL.

Unibet, headquartered in Malta, is one of the oldest online gambling brands in Europe. It was founded in 1997.