Kindred Group’s flagship Unibet brand has entered a multi-year sponsorship deal with the National Hockey League’s (NHL) New Jersey Devils.

The partnership is set to include fan hospitality experiences along with an in-stadia advertising and presence at the Devil’s stadium.

Unibet launched its casino offering in New Jersey in early summer (read more) and its sports betting platform and app in late summer (read more).

It deal isn’t the first sports betting partnership for the Devils, who already have deals in place with FanDuel, William Hill US (read more) and Caesars Entertainment. William Hill US is also ‘Official Betting Partner’ of the NHL as a whole (read more).

As for Unibet’s other sporting partnerships, they have agreements with Belgian football team Club Brugge (read more) and English side Leeds United for their pre-season tour of Australia.

AYO.NEWS says:

The New Jersey Devils are certainly embracing sports betting, leading the NHL crowd in signing multiple major sponsorship deals – which will be bringing in substantial cash. While Unibet now has a full offering of both online casino and sports betting in the Garden State, giving Kindred Group a significant beachhead in the emerging US online gambling markets.

AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.