Kindred’s Unibet brand has inked its first-ever motorsport partnership in the US.
The Kindred Group-owned Unibet brand has announced a new partnership with the Nascar team Stewart-Haas racing and driver Kevin Harvick.
The deal is intended to help grow the presence of the Unibet brand in the US betting space.
Under the partnership, which was confirmed this week, Unibet will serve as the official Stewart-Haas sportsbook which is intended to connect the team’s fan base with Unibet throughout the season.
The partnership will also see Unibet serve as the primary sponsor for two NASCAR Cup Series at the Indianapolis Motor Speedway and at Martinsville Speedway in Virginia. Unibet will also sponsor Nascar’s Xfinity Series race in Indianapolis.
The deal marks the operator’s first partnership in the realm of US motorsports.
According to the operator’s announcement, Unibet’s sponsorship will debut at the Pocono Raceway in Pennsylvania on 26 July.
Manuel Stan, Senior Vice President USA, Kindred said: “Sponsorship is an important part of our marketing initiatives in the states, where sports betting is legal. Racing fans are extremely passionate about their sport and their driver in particular.
“Unibet exists for this reason, to enhance fans’ passion for their sport. Our platform is straightforward, easy to understand and filled with insights that allow our players to make informed bets. Integrating Unibet into the sport that fans watch and cheer for, is the best way to tell our story. We are By Players, For Players.”
Brett Frood, President, Stewart-Haas Racing said: “We’re proud to represent and work with Unibet, now and in the future. Fans are the lifeblood of our sport and Unibet offers a new and insightful way for fans to engage with our sport in a meaningful way.
“We’re looking forward to kicking off our partnership with Unibet this weekend at Pocono, where Pennsylvania residents can experience Unibet’s offerings firsthand.”
Unibet in the US
Since entering the US market in 2019, the Kindred Group sportsbook brand has been hard at work to establish a presence in the states that do offer legal betting.
At the time of writing, Kindred’s Unibet sportsbook is live in the states of New Jersey, Pennsylvania, Indiana, and Virginia.
In April, Kindred Group was awarded a sports betting licence for its Unibet brand in the state of Virginia.
The operator has market access into eight additional states, some with legal betting and some that have yet to launch the vertical.
In March, the operator also teamed up with the UK-based self-exclusion software provider Gamban. Under this partnership, Kindred became the first gambling operator to offer player protection of this kind in the US.