Unibet scores partnership with NHL in Sweden

Unibet has signed a multi-year partnership with the National Hockey League (NHL) in Sweden, which makes the Kindred Group’s sports betting brand an official partner of the NHL. As part of the deal, Unibet will, as the first Swedish betting company, have access to marketing rights and tailored content that will enhance its customers’ experience.

As the first betting company in Sweden, Unibet will leverage its “official partner of the NHL” designation to conduct dynamic marketing campaigns across the company’s digital betting offerings. The brand 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 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 NHL in the upcoming years,” stated Philip Lagström, Country Manager Unibet Sweden, in a release.

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

“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,” concluded Philip Lagström.