BetMGM Appoints Ice Hockey Icon Forsberg as Sweden Ambassador

BetMGM has named ice hockey legend Peter Forsberg as its first brand ambassador in Sweden for its online casino and sportsbook, operated by LeoVegas Group.

The 52-year-old will feature in marketing campaigns for the brand, beginning with World Cup promotions.

He will appear across BetMGM’s TV, radio, streaming, digital, out-of-home and print advertising campaigns.

Forsberg will also provide betting insights in the form of “Foppa Boosts”, offering odds of up to 21x as a nod to his iconic number 21 jersey.

Forsberg Joins BetMGM in Sweden

“After spending many years in the US, I’ve become very familiar with BetMGM, and it’s going to be great fun to be an ambassador for a true Vegas brand like BetMGM,” he said.

“I’ve been interested in sports all my life, and can honestly say I’ve seen most things in sports from both an inside and outside perspective.

“With all this experience, I look forward to regularly sharing my best tips with Swedish sports fans.”

Strengthening Fan Engagement

LeoVegas Group Managing Director for the Nordics, Fredrik Wastenson, said:

“Few Swedes have been as significant to Swedish sports as Peter.

“Having the opportunity now to share his unique insights and sports knowledge with all sports fans is something we are very happy and proud of.”

Forsberg is a two-time Olympic gold medallist and won two Stanley Cup titles with the Colorado Avalanche.

He also claimed two World Championship gold medals, three silver medals, and two Junior World Championship silver medals.

LeoVegas Group’s European Strategy

LeoVegas Group operates BetMGM in Europe under a different structure to the US joint venture between Entain and MGM Resorts International.

The group has also integrated its Tiger sportsbook technology—acquired from Tipico following its US exit—into BetMGM in Sweden.