Mybet named exclusive partner of Deutche Eishockeyliga

Mybet, the German-facing betting and gaming brand that relaunched last year, has been named the exclusive sportsbook partner of the country’s top ice hockey competition, the Deutsche Eishockeyliga (DEL).

The deal, which sees the operator resume sponsorship activities following the business’ collapse, acquisition and revamp, gives Mybet branding space in TV spots and on the league’s social media channels.

It will be focused on the DEL’s online channels, with the partners planning to collaborate on fan activation activities on social media.

“We look forward to this strategic cooperation with Mybet,” DEL managing director Gernot Tripcke commented.

“This gives our ice hockey fans the opportunity to bet on their favourites. 

“At the same time, we will look to raise the profile of ice hockey in Germany through a series of campaigns,” Tripcke added.

The partnership comes after Mybet last year relaunched a Kambi-powered sportsbook, following a deal struck between the supplier and the brand’s new owners, Malta-based investment body Rhinoceros Group, a business led by former Bonnier Gaming Malta operations chief Tobias Carlsson.

The sportsbook product was complemented by a new casino offering, through a deal with EveryMatrix.

Rhinoceros swooped in to acquire the brand and Mybet’s digital assets in December 2018, at a time when it had looked set to disappear from the market, having been active since 1998.

The operator, which had been in dire financial straits for some time, was declared insolvent in August 2018, owing some €4m in unpaid sports betting taxes.

This came weeks after discussions with an unnamed investor to acquire the business had collapsed over what the operator described as unworkable conditions set by the potential buyer.

Mybet previously served as a partner of Bundesliga club Borussia Mönchengladbach, and at one point had a partnership with tabloid newspaper Bild.