North American ice hockey’s NHL has brought in Unibet, the online betting site owned by Kindred Group, as an official partner in Sweden.

Through a multi-year deal announced today (February 7), Unibet will “leverage its official partner designation to conduct dynamic marketing campaigns across the company’s digital betting offerings.”

The deal will be supported by Sportradar, the sports data intelligence and digital services provider which is the NHL’s official betting data rights partner running through 2031.

The NHL is currently utilizing Sportradar’s ad:s marketing solution to develop sports betting deals, like the Unibet tie-up, outside North America.

The NHL’s main broadcast partner in Sweden is European streaming giant Viaplay (formally called NENT), through a deal struck in November 2020.

Sweden, as of earlier this year, had a total of 106 players actively contracted to NHL teams – the third most from any country, behind only ‘home’ players from the US and Canada.

John Lewicki, the NHL’s vice president of business development and partnerships, said: “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.”

Phillip Lagstrom, country manager for Unibet Sweden, added: “Through the partnership, we hope to increase the interest in ice hockey and the North American league. It will be very exciting to follow NHL in the upcoming years.”

Earlier this week, the NHL announced that its All-Star Games in 2024 will take place in Toronto, Canada.

The city, home of the Toronto Maple Leafs, will stage the event for the ninth time, with the fixture set to be held at Scotiabank Arena.