The National Hockey League (NHL) has signed a partnership deal with Olympic Entertainment Group that will see its OlyBet betting brand become the league’s official sports betting partner in the Baltic Region.
The deal allows OlyBet to use official NHL branding in 100 casinos, hotels, and various other venues throughout Latvia, Lithuania, and Estonia. The betting brand will also be permitted to use NHL branding on its own digital assets.
In a press release issued through the NHL , John Lewicki, NHL Vice President said:
“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.”
Corey Plummer, Chairman and CEO, Olympic Entertainment Group and OlyBet Holdings 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,” added Corey Plummer, Chairman and CEO, Olympic Entertainment Group and OlyBet Holdings.
“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.”
The deal also gives OlyBet access to marketing opportunities with the NHL across both social media and the league’s other digital assets. This will include OlyBet promotions during regular season games and the Stanley Cup Playoffs and Final.
The OlyBet deal is the latest in a series of NHL partnership deals with gambling and betting firms. Earlier this year the league received shares in PointsBet as part of a deal before partnering with Bally’s in what was the gambling company’s first ever sports league partnership deal.