NHL signs Liga Stavok as first Russian betting partner

| By Richard Mulligan
The National Hockey League (NHL) is targeting greater engagement across Russia and the CIS region through a new partnership with betting operator Liga Stavok.

The exclusive three-year agreement, announced just ahead of the 2021-22 NHL season, is the first between the North American ice hockey league and a Russian bookmaker.

Liga Stavok said it plans to implement a series of marketing activities, including offline and digital promotions. The operator’s logo will be placed on virtual boards during the broadcasts of NHL matches in Russia, while it has the rights to use club emblems and official NHL symbols in its creatives and advertising activations.

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