NHL to welcome fans in the Baltic region via new partnership with OlyBet

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The National Hockey League (NHL) has joined forces with Olympic Entertainment Group and OlyBet this week in a deal that will take the North American brand to fans in Eastern Europe. Under the terms of the new partnership, flagship betting brand OlyBet has been named as the Official Sports Betting Partner of the NHL in the Baltic region.

OlyBet will use official NHL branding to amplify the partnership in nearly 100 casinos, hotels and food and beverage locations across Estonia, Latvia and Lithuania, as well as across OlyBet’s digital assets. 

As an Official Sports Betting Partner of the NHL, OlyBet will also receive premier marketing opportunities across the NHL’s social and digital media assets. In addition, it will leverage promotional opportunities in connection with the NHL’s calendar of marquee events — including regular season games, the Stanley Cup Playoffs and Stanley Cup Final, and international events including the NHL Global Series.

“We are thrilled to welcome OlyBet to the NHL family”, said John Lewicki, NHL Vice President, Business Development and Partnerships, International. “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. 

“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 new partnership was also supported by Sportradar, the NHL’s Official Global Data Distributor. The NHL is utilizing ad:s, Sportradar’s data-driven marketing solution, providing the League with digital marketing services to develop sports betting partnerships outside of North America.