Kindred Group’s Unibet has signed Formula One legend Mika Häkkinen as its new F1 brand ambassador, ahead of the opening race of the season in Melbourne this weekend.

The Finnish two-time World Champion will serve as Unibet’s F1 insider, providing players with exclusive F1 content and unique GP experiences.

Unibet said that through Häkkinen, known in racing circles as ”The Flying Finn”, customers will gain close access to the world of Formula One that few people ever get to see, including exclusive content that Häkkinen will produce with his team of F1 experts.

”Unibet is the number one company in the gaming industry, and it’s great to be a part of the team,” said Häkkinen. “In the world of Formula One and motorsports in general, there are still a lot of things that the fans don’t get to see.

“I’ve experienced it closely as a driver and nowadays as an advisor and team member, and now I also want to get the fans inside F1 together with Unibet.”

This year teams and drivers will compete in twenty Grand Prix - starting in Melbourne (Australia) this weekend and ending in Abu Dhabi on November 26th. Following the retirement of reigning Drivers’ Champion Nico Rosberg, the 2017 season will be the first since 1994 in which the reigning champion does not compete.

Shares in Kindred Group plc (Co. Data) (STO:KIND) closed up 3 per cent at SEK87.55 per share in Stockholm Thursday.

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