Liga Stavok has joined the National Hockey League (NHL) as an official betting partner, marking the first time the US ice hockey league has created a regional betting arrangement in Russia and the CIS.
Liva Stovaok will be able to take benefit of NHL digital assets, including the league’s official Russian language website NHL.com/ru, as well as the right to use official tournament marks, logos, and designations as a result of the partnership.
As the NHL’s official sportsbook partner in Russia and the CIS, these marks and logos will be used to develop “authentic NHL fan and consumer marketing programmes,” as well as gain access to a variety of media assets, including custom digital, social, and email marketing campaigns, with the goal of increasing brand awareness and customer acquisition.
Yury Krasovskiy, CEO of Liga Stavok said: “Moving towards an international level is part of the business strategy of Liga Stavok. It is a great honour and responsibility for us to expand our participation in development of world ice hockey.
“Liga Stavok sincerely loves hockey and it is ready to invest significant funds in its development not only in Russia, but also in the world. This partnership with the NHL is another historic step in this direction. We are thankful to the NHL for appreciating our business potential and reputation as the most popular sports bookmaker in Russia.”
Liga Stavok will also run “dynamic marketing campaigns” in Russia and the CIS, utilising NHL branding across the company’s digital sports betting operations.
Liga Stavok was the presenting sponsor of the 2021 Stanley Cup Playoffs Bracket Challenge on NHL.com/ru for the 2021 Stanley Cup Playoffs, and the collaboration was supported by Sportradar, which is an official partner of both the NHL and Liga Stavok.
The NHL’s Vice President of International Business Development and Partnerships, John Lewicki, added: “This marks an exciting time for NHL fans in Russia. Liga Stavok, the market leader in sports betting, is partnering with the NHL, the world’s premier hockey league, to deliver inventive initiatives designed for our robust fanbase in Russia. We look forward to working with Liga Stavok to bring new features to the NHL experience in Russia.”
Liga Stavok’s marketing and branding in the sport has expanded following a deal with the Russian Ice Hockey Federation in 2017, which saw the company become an official partner of the Russian national team.
The Ice Hockey World Championship has also struck a five-year sponsorship contract with the operator.
The NHL, on the other hand, sees the partnership as a step forward in its relationship with the sports betting industry, expanding on a multi-year agreement with Malta-based operator Betway.