Unibet Teaming Up With Steelers To Increase Online Sportsbook’s Exposure

Kindred-owned sportsbook will rely on Pittsburgh's biggest sports franchise to help boost its brand
heinz field
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Unibet has a second Pennsylvania NFL team as a partner and the Pittsburgh Steelers have a second Pennsylvania online sportsbook as a partner.

Unibet and the Steelers jointly announced their new relationship in a press release Thursday morning, with the organizations calling it a partnership that will enhance the experience of Steelers fans both at Heinz Field and at home.

The agreement entails exposure for the Unibet brand on Steelers’ digital media and around the stadium, including creation of a Unibet Tailgate zone outside Heinz Field for fans to interact with “Steelers legends.”

“We are excited to partner up with one of the most beloved professional sports franchises,” said Manuel Stan, senior vice president of US Kindred Group, which owns Unibet. “With this partnership we will continue to grow our share of voice in Pennsylvania, strengthen our connection to local fans, and support future launches in neighboring states.”

Unibet’s betting numbers

Unibet, which has operated in Pennsylvania through arrangement with Mohegan Sun Pocono since November 2019, is on the lower end of handle and revenue among the 13 legal online sportsbooks in the state. In June, it reported taking $4.7 million in wagers and claimed $138,519 in taxable revenue after giving away $238,329 in promotional credits to customers.

The sportsbook operator previously created a branding partnership with the Philadelphia Eagles in November 2019. It also operates an iCasino, and its arrangement with the Steelers includes plans for a Steelers-themed casino game it will offer online.

For the Steelers, who previously announced BetMGM as their first “official sports betting partner” in November 2020, the Unibet partnership “will provide brand new opportunities for Steelers Nation, both on game days at Heinz Field and throughout the season. We are looking forward to bringing these enhancements to our fans,” said Ryan Huzjak, vice president of the team’s sales and marketing.

Photo: Shutterstock

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