Mexico’s Upick in ground-breaking deal with NHL’s Vegas Golden Knights

Image source: Isaac Brekken/Pool Photo-USA TODAY Sports/Sipa USA PA Images

Upick has become the first Mexican company to sponsor a National Hockey League (NHL) team thanks to an agreement with the Vegas Golden Knights, which includes the brand’s presence at the T-Mobile Arena.

The sponsorship also includes the Mexican brand on the NHL team’s website, app, the stadium’s central screen and on social networks. A statement from the company confirmed that the agreement could be extended if certain results are met by the end of the deal.

Carlos Lazo, owner of Upick, explained that these are “strong steps that should translate into solid growth and the positioning of Upick in the US market”.

He said: “Our strategy is to take advantage of the growing demand to watch and bet on this sport. But also, we’ve seen here in Mexico more and more bettors and this is reflected in the metrics, we see it on the users who register on our platform.”

Just three months after its launch, the bookmaker that belongs to the conglomerate Xoy Capital has registered traffic of 4,500 users. “There is a growing interest of the Mexican public in the NHL, especially since young people between 18-24 are the ones who have knowledge of this sport, they usually have a TV service with coverage of the NHL,” Lazo added.

In regards to the local market, the owner of Upick defined Mexico as a highly diversified country, which allows the firm to “reach a universe of consumer profiles that make this business more attractive”.

“We have a registry of all sports betting clients from Mexico, most of them are young experts who not only participate in sports like football, but also a growing population of American football (NFL), baseball, basketball, motorsports, hockey, boxing, rugby, tennis and cycling,” he concluded.