BetMGM has signed ice hockey legend Peter Forsberg as its first brand ambassador for Sweden, with a full marketing campaign across broadcast, digital, and outdoor channels launching this autumn.
LeoVegas Group Leads the Signing
The BetMGM brand operates in Sweden under LeoVegas Group, which entered into the ambassador agreement directly with Forsberg. It marks the brand’s first ambassadorship in the Swedish market, two years after BetMGM’s 2024 launch in the country — its third outside North America.
Forsberg spent the majority of his professional career with the Colorado Avalanche, wearing the number 21 jersey. His honours include two Olympic gold medals, two World Championship gold medals, three World Championship silver medals, two Junior World Championship silver medals, and two Stanley Cup titles. Known in Sweden as “Foppa,” he remains one of the most recognisable sports figures in his home country.
The jersey number features directly in the campaign mechanics. BetMGM will offer “Foppa Boosts” — boosted odds across sporting events that pay at up to 21x — available during and after the FIFA World Cup 2026.
Campaign Structure and Timeline
Forsberg made his first appearance in the role on the Filip & Fredrik podcast, one of Sweden’s most prominent sports and culture shows, where he discussed the partnership and the upcoming World Cup. The full campaign launches in autumn 2026.
From that point, he will appear in BetMGM television and radio commercials, digital and streaming campaigns, and traditional outdoor formats including OOH and DOOH. LeoVegas Group indicated Forsberg may also feature in a cameo in the group’s World Cup commercials before the autumn rollout.
“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.” — Peter Forsberg
Fredrik Wastenson, Managing Director Nordics at LeoVegas Group, called the appointment a “dream draft” for the brand.
“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.” — Fredrik Wastenson, Managing Director Nordics, LeoVegas Group
BetMGM’s Swedish Market Position
BetMGM entered Sweden in 2024, positioning itself as a Las Vegas-style brand in a licensed market where domestic operators and established European names compete for share. The platform offers casino products, sports betting, and what it currently promotes as Sweden’s largest jackpot at over 485 million SEK.
Sweden’s online gambling sector reported marginal revenue growth of 0.5% in Q3 2025, with digital channels driving performance as the market matures and tax pressures weigh on margins. The Forsberg appointment signals BetMGM’s intent to move beyond product differentiation and compete on brand recognition in a crowded field.
BetMGM reported strong Q3 2025 performance and raised its full-year 2025 guidance, reflecting the broader momentum behind the brand as it pursues international growth alongside its dominant North American operation.
The Forsberg deal is the most prominent marketing commitment BetMGM has made in Sweden to date. For LeoVegas Group, which manages the brand across the Nordics, it adds a domestically credible sporting face to a brand that has until now relied primarily on its MGM and Las Vegas associations in the market. Whether the “Foppa Boosts” mechanic translates into measurable customer acquisition will become clear once the autumn campaign is fully live.
Source: BetMGM / LeoVegas Group
