BetMGM has appointed former ice hockey player Peter Forsberg as its ambassador for the Swedish market.
The agreement will see Forsberg feature in BetMGM marketing campaigns across television, radio, streaming services, digital channels and outdoor advertising. He is also set to contribute betting-related content through a feature called “Foppa Boosts”, which references the number 21 shirt worn during his playing career.
BetMGM operates in Sweden through LeoVegas Group and said the partnership represents its first ambassador agreement in the country. Forsberg’s initial appearance in the role took place on the Filip & Fredrik podcast, where he discussed the partnership and the upcoming FIFA World Cup.
Forsberg is one of Sweden’s most decorated ice hockey players, having won two Olympic gold medals, two World Championship titles and two Stanley Cup championships with the Colorado Avalanche.
From autumn, Forsberg is expected to appear in a range of BetMGM advertising campaigns across Sweden. The operator said he will also be involved in content linked to major sporting events, including the World Cup.
BetMGM launched in Sweden in 2024, marking one of the brand’s international expansions outside North America. The operator offers online sports betting and iGaming products in the regulated Swedish market.
Peter Forsberg said “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! 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”.
Fredrik Wastenson, Managing Director Nordics at LeoVegas Group, said “Peter Forsberg is a true dream draft for BetMGM! 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”.
