The National Hockey League (NHL) has partnered with the Olympic Entertainment Group, designating the OlyBet flagship betting brand as the official sports betting partner of the division in the Baltic region.

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

Moreover, OlyBet will also receive premier marketing opportunities across the NHL’s social and digital media assets, leveraging 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”, stated 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.”

The partnership was supported by the NHL’s official global data distributor, Sportradar, with the league utilising the ad:s data-driven marketing solution to develop sports betting partnerships outside of North America.

“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.” 

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