from Chris Johnston of Sportsnet,

Komarov is the new global ambassador for NordicBet, a European-based betting website. His sponsorship deal is the first of its kind for an active NHL player and signals a shifting attitude within the sport about affiliations with gambling.

Todd Diamond of International Sports Advisors Co., the agency that represents Komarov, said the arrangement was cleared with the Leafs front office before it was finalized.

It didn’t raise any red flags for the NHL or NHL Players’ Association, either.

“It doesn’t violate our rules as long as he isn’t directly promoting sports wagering and as long as the advertising is limited to where NordicBet’s business is legal,” deputy commissioner Bill Daly told Sportsnet.

Komarov was actually approached by multiple betting companies, according to Diamond, and found NordicBet most appealing because it is a publicly traded company in Sweden.

“They are sensitive to the legalities and concerns of Leo,” said Diamond....

With the NHL expanding to Las Vegas starting next season, it’s reasonable to expect more of these deals to start emerging in the hockey world.

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