Unibet partners ice hockey’s NHL in Sweden

By Robert Fletcher

Kindred Group has agreed a deal for its Unibet brand to become an official partner of the National Hockey League (NHL) in Sweden.

Under the arrangement, Unibet will have access to a range of marketing rights and tailored content designed to improve customers’ experience.

Unibet will leverage its official partner designation to conduct marketing campaigns across the group’s digital betting offerings.

The operator will also receive in-game advertising through Digital Enhanced Dasherboard technology, as well as benefit from marketing positions on NHL digital assets, and obtain rights to use NHL marks, logos and official designations.

Sportradar, the official betting data rights partner of the NHL, will support the partnership. The NHL is using Sportradar’s Ad:s data-driven marketing solution to develop sports betting partnerships outside of North America.

“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,” Unibet’s country manager in Sweden, Philip Lagström, said.

“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 customer’s first choice when they want to bet on ice hockey by offering the absolute best, safest and most secure gaming experience.”

NHL vice-president of business development and partnerships, John Lewicki, 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.”

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