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NHL strikes multi-year Unibet deal in Sweden

Betting brand to receive in-game promotion on DEDs and across the league's digital assets.

8 February 2023 Rory Jones

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The National Hockey League (NHL) has inked a multi-year agreement with Kindred Group that designates the Unibet betting brand as an official partner in Sweden.


  • Unibet gains access to regional marketing rights and tailored content
  • Unibet will receive brand visibility on digitally enhanced dasherboards (DEDs) during NHL games and promotion across the league’s digital assets
  • Partnership being supported by Sportradar, the NHL’s official betting data rights partner


The NHL adds to existing betting deals with BetMGM and FanDuel, which were initially restricted to the US before being expanded last year to include Canada after the state of Ontario passed new sports gambling legislation.

Coming next:

Unibet will utilise the NHL’s marks and logos to launch dedicated fan and consumer marketing campaigns to attract new customers in the region, while Sportradar’s data-driven marketing solutions will help develop the league’s sports gambling partnerships outside of North America. The NHL will also aim to drive fan engagement across Sweden.

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