Kindred Group’s Unibet brand has been unveiled as the new sponsor of National Hockey League (NHL) ice hockey team the New Jersey Devils.

The multi-year deal is the operator’s first with a US-based professional sports team and follows its recent sportsbook launch in the state earlier this month.

Unibet will receive a significant in-arena and digital presence under the agreement at the Devils Prudential Center stadium, and will offer special entertainment and hospitality experiences during match days.

The partnership also sees hockey Hall of Famer and former Devils goaltender Martin Brodeur become a Unibet brand ambassador.

“New Jersey Devils fans are some of the most passionate and educated hockey fans in the world,” said New Jersey Devils executive vice president of business development Martin Brodeur. “The sportsbook app developed by Unibet offers dedicated Devils fans a really special, new way to engage with the game they love.”

Unibet head of US marketing Arnas Janickas commented: “We are incredibly excited over our partnership with New Jersey’s beloved Devils, and especially over welcoming goaltending legend Martin Brodeur to our team.

“Together with the Devils and Prudential Center, Unibet players will enjoy a greater entertainment and hospitality experience, and now with our newly launched Sportsbook in New Jersey we anticipate a long and successful partnership with the Devils.”

Devil owners Harris Blitzer Sports & Entertainment chief revenue officer Adam Davis added: “Following the New Jersey Devils game in Sweden and Switzerland last October and the franchise’s position as a rapidly growing global brand, it was natural to partner with a sportsbook with a reputation as a trusted leader in the European and international sports betting ecosystem.

“We look forward to connecting this esteemed international sportsbook with the passionate fans of New Jersey, providing one more avenue through which Devils fans can engage and with the most exciting team in the NHL this year. Unibet’s selection of Devil’s legend Martin Brodeur as their ambassador, is an indication of their marketing savvy, comprehensive awareness of the New Jersey sports market and desire to activate in a differentiated way.”

Shares in Kindred Group plc (STO:KIND) were trading down marginally by 0.61 per cent at SEK58.18 per share in Stockholm Tuesday morning.