Unibet strengthens ice hockey links with NHL in Sweden

Unibet – the flagship brand of Kindred Group – has become an official partner of the NHL in Sweden.

The pair have outlined that they will create ‘dynamic marketing campaigns’ across the it’s digital betting offerings. 

Philip Lagström, Country Manager Unibet Sweden, Kindred Group, stated: “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 in ice hockey and the North American league. It will be very exciting to follow the NHL in the upcoming years. 

“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,” concludes Lagström.”

As it aims to give its customers a ‘more authentic experience’, the operator already has a strong ice hockey portfolio that now will be strengthened through its partnership with the league in the region.

This collaboration will be supported by Sportradar – the official betting data rights partner of the ice hockey league. 

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