Unibet and NHL Agree to Sponsorship Deal in Sweden

Unibet has signed a record multi-year deal with the National Hockey League in Sweden.

The partnership will see the Kindred Group’s online gaming brand become the official league partner of the NHL in Sweden. Unibet will also gain access to a range of marketing rights and tailored content from the NHL that will give customers unforgettable gambling experiences.

The agreement is highly significant for the two parties as it marks the first partnership between NHL and a betting operator in the Scandinavian country.

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 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.

Philip LagströmCountry Manager for Unibet Sweden at Kindred Group

The official betting data rights partner of the NHL, Sportradar, will support the new alliance between the two entities. NHL utilizes ad:s, Sportradar’s data-driven marketing solution, which provides the league with digital marketing services to develop sports betting partnerships outside North America.

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.

John LewickiVice President of Business Development and Partnerships at NHL