This week Kindred Group announced that it has come to terms with the National Hockey League to see its Unibet brand become an official betting partner of the league in Sweden.
The terms of the deal will see Unibet getting different marketing rights featuring the professional American league and its teams. Unibet will also get the right to create custom-tailored content for punters that features the league and its game events. There is also enhanced digital dasher board display rights, meaning that Unibet's logo will featured on game broadcasts in the country.
It was announced that Sportradar will support the partnership, as the NHL uses Sportradar's marketing solution for sponsorship agreemetns.
Regarding the agreement, Unibet Country Manager for Sweden Philip Lagström said, "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.
"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 customers' first choice when they want to bet on ice-hockey by offering the absolute best, safest and most secure gaming experience."
NHL VP of Business Development and Partnerships John Lewicki also commented, adding: "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."