This week, the National Hockey League (NHL) announced a partnership with Olympic Entertainment Group and OlyBet that will bring the North American brand to Eastern European fans. Under the terms of the new agreement, OlyBet, the NHL’s main betting brand in the Baltic region, has been appointed as the NHL’s Official Sports Betting Partner.
In roughly 100 casinos, hotels, and food and beverage establishments across Estonia, Latvia, and Lithuania, as well as across OlyBet’s digital assets, OlyBet will use official NHL branding to emphasise the connection.
Premium marketing opportunities
OlyBet will benefit from premium marketing opportunities throughout the NHL’s social and digital media platforms as an Official Sports Betting Partner. It will also take advantage of promotional possibilities associated with the NHL’s calendar of big events, such as regular season games, Stanley Cup Playoffs, and Stanley Cup Final, as well as overseas events such as the NHL Global Series.
NHL Vice President of Business Development and Partnerships, International, John Lewicki remarked: “We are thrilled to welcome OlyBet to the NHL family.
“There are legions of loyal and passionate NHL fans in the Baltics, and partnering with OlyBet, the top sports betting brand in the region, provides a terrific opportunity for the NHL to further fan engagement in this part of Europe.”
Opportunities of engagement
Olympic Entertainment Group and OlyBet Holdings Chairman and CEO Corey Plummer added: “This is the beginning of a great partnership with the NHL to promote the brands and the sport. Ice hockey is very popular in our markets and our customers will now have more opportunities to engage with the NHL through live broadcasts and games, local events, social media and the best betting experiences in Europe.
“The combined brand power, excitement of the sport and live experiences is a proposition that our customers love and will have more of with the NHL partnership. Sport helps people connect with family and friends, the ambitious and the passionate. We live for these moments and could not be more excited to have this partnership.”
Sportradar, the NHL’s Official Global Data Distributor, also backed the new relationship. The NHL is leveraging ad:s, Sportradar’s data-driven marketing solution, which is offering digital marketing services to the League in order to promote sports betting relationships outside of North America.