Under the agreement, OlyBet will serve as the official sports betting partner of the NHL in the Baltic region.
OlyBet will be able to use official NHL branding to promote the partnership in nearly 100 casinos, hotels and food and beverage locations across Estonia, Latvia and Lithuania, as well as across its digital assets.
The betting operator will also receive marketing opportunities across the NHL’s social and digital media assets, while OlyBet will leverage promotional opportunities in connection with the NHL’s marquee events, including regular season games, the Stanley Cup Playoffs and Stanley Cup Final.
The partnership was also supported by Sportradar, the official global data distributor for the NHL. The league uses ad:s, Sportradar’s data-driven marketing solution providing, it with digital marketing services to develop sports betting partnerships outside of North America.
“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,” NHL vice president of international business development and partnerships, John Lewicki, said.
Olympic Entertainment chairman and chief executive Corey Plummer added: “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.”
The deal was brokered by Sportradar, with the supplier’s director of global sponsorship Hampus Lofkvist describing it as an exciting time for OlyBet to strike the deal, during the Stanley Cup playoffs.
“We congratulate both parties on this official partnership and look forward to working with them both to optimise the potential of the digital engagement opportunities created,” he said.