The company will conduct marketing campaigns using NHL branding across its digital sports betting offerings in Russia and the CIS region, and will also receive premier marketing positions on NHL digital assets, including NHL.com/ru, the official Russian language version of NHL.com.
The partnership will also see Liga Stavok have the right to utilise NHL marks and logos designed to help create authentic NHL fan and consumer marketing programs. Also included is Liga Stavok’s access to NHL-controlled media assets, including custom digital, social and email marketing campaigns. These will focus on building brand awareness and driving new customer acquisition.
“This marks an exciting time for NHL fans in Russia. Liga Stavok, the market leader in sports betting, is partnering with the NHL, the world’s premier hockey league, to deliver inventive initiatives designed for our robust fanbase in Russia,” said John Lewicki, NHL Vice President, Business Development and Partnerships, International. “We look forward to working with Liga Stavok to bring new features to the NHL experience in Russia.”
The partnership was supported by Sportradar, the Official Betting Data Rights Partner of the NHL.
Liga Stavok CEO Yury Krasovskiy commented: “Moving towards an international level is part of the business strategy of Liga Stavok. It is a great honour and responsibility for us to expand our participation in the development of world ice hockey. Liga Stavok sincerely loves hockey and it is ready to invest significant funds in its development not only in Russia, but also in the world.
“This partnership with the NHL is another historic step in this direction. We are thankful to the NHL for appreciating our business potential and reputation as the most popular sports bookmaker in Russia.”
