Erik Bäcklund

Erik Bäcklund joined Kindred Group (Unibet Group) as responsible for the Sportsbook PR bets area in 2005 and was appointed Chief Product Officer 15 years later in 2020. He played a pivotal role within the Group, driving the evolution of the Sportsbook organisation and took up the role as Group Head of Sportsbook in 2009. Erik also oversaw significant in-house initiatives across the business, including the development and launch of the successful proprietary Kindred Racing Platform. Prior to joining Kindred Group, he worked for Kaos Entertainment Ltd and Siemens AG. Furthermore, Erik holds a BA in Modern Languages and International Business from London South Bank University.