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NHL Partners with Unibet in Sweden

The National Hockey League (NHL) is broadening its international scope with a recently announced partnership with Unibet in Sweden. Under the terms of the deal, Unibet will become the league’s first official betting partner in the country.

Partnerships between sporting leagues and operators are relatively common in most parts of the world, but North American, and particularly US dominant, leagues have not reached across the pond much until now. But with the popularity of hockey in Sweden, Unibet saw an opportunity and took it. “Unibet already has a strong ice hockey offering that now will be strengthened through its partnership with the NHL, giving its customers a more authentic experience,” a company official said in a recent press release.

Though details on the deal are still vague, Unibet says it will, “…use the NHL designation to conduct dynamic marketing campaigns across the company’s digital betting offerings.” Similar deals in the United States frequently involve the use of league IP in promotions, branded sportsbooks and lounges at games, and league-specific web content.

The NHL, Unibet partnership will also include a relationship with Sportradar, the Official Betting Data Rights Partner of the NHL.

Philip Lagström, Country Manager Unibet Sweden, Kindred Group spoke of the deal saying, “I am very proud and happy that Unibet is the first betting company in Sweden to become an official sponsor of 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,” he added.