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 advertizing activations.
John Levitzky, the NHL’s vice-president of business development and international partnerships, said: “This is a significant event for all Russian NHL fans. Our cooperation is aimed at the implementation of new and original activities designed specifically for fans of world hockey in the country. We look forward to working with Liga Stavok to open up new dimensions for the NHL in Russia.”
The deal further bolsters Liga Stavok’s presence in the sport, with the operator having been an official partner of the Ice Hockey Federation of Russia and the Russian national team since 2017.
In 2019, Liga Stavok signed a five-year agreement with Infront Sports & Media, under which the group became an official partner of the IIHF Ice Hockey World Championship for the next five years.
Yuri Krasovsky, Liga Stavok’s president, said: “Going to the international level is part of the Liga Stavok business strategy. It is a great honor and responsibility for us to expand our participation in the development of world hockey. Liga Stavok sincerely loves hockey and is ready to invest heavily in its development not only in Russia, but throughout the world.
“The NHL partnership is another historic step in this direction. We are grateful to the NHL for highly appreciating our business potential, as well as its reputation as the most reliable and technologically advanced betting company in Russia.”