Unibet becomes official partner of NHL

Unibet will gain a wide range of commercial rights and customised content as part of the partnership.

An online sports betting platform, Unibet has agreed to become an official partner of the National Hockey League (NHL) in Sweden for a multi-year period.

Unibet will gain a wide range of commercial rights and customised content as part of the partnership, which will improve the customer experience. Unibet already has solid ice hockey offerings, which will be bolstered by its collaboration with the NHL, providing customers with a more unforgettable experience.

Philip Lagström, Country Manager Unibet Sweden, Kindred Group, said, “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 interest in the NHL. It will be very exciting to follow the NHL in the coming years.

“Ice hockey and the 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.”

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

Unibet will use its NHL official partner status to run vibrant advertising campaigns throughout the firm’s digital betting offerings. Unibet will benefit from in-game advertising via the innovative Digital Enhanced Dashboard (DED) technology.

Furthermore, Unibet will also obtain premier marketing roles on NHL digital assets, in addition to the rights to use NHL marks, logos, and official designations to assist in the creation of authentic NHL fan and consumer marketing programmes that increase brand awareness and encourage new customer acquisition.

Sportradar, the NHL’s official betting data rights partner, will encourage this collaboration. To establish sports betting collaborations outside of North America, the NHL is leveraging Sportradar’s data-driven marketing solution that provides the league with digital marketing services.

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