Online betting inventory,, has signed a one-year exclusive sponsorship deal with Elite Ice Hockey League (EIHL) team Dundee Stars.

As part of the agreement, the brand will enjoy brand exposure throughout the Dundee Ice Arena and across the club’s numerous digital channels, including prime placement on its website and social media pages.

“As well as the many new player signings, we believe the coming 12 months will be hugely successful for the club,” remarked Steven Gummer, Director of,

“As a responsible gambling brand, we look forward to sharing our safe gambling content and details on ice hockey betting sites with the club’s fans, further educating on the safe betting options out there.”

Michael Ward, Commercial Manager at Dundee Stars Ice Hockey Club, also commented on the team’s deal with the betting operator: “Their proactive approach towards responsible gambling was one of the deciding factors for us to align our organisations.

“We look forward to highlighting the gamble aware ethos of and aiding with educating ice hockey fans across the UK.”

The agreement comes as ice hockey organisations across the world increasingly look to sponsorship deals with betting companies as a means of generating additional revenue, following the financial impacts of the COVID-19 pandemic.

Last month, the Ukrainian Ice Hockey Federation (FHU) signed a partnership with VBET, with the operator becoming the title sponsor of both the country’s league and national team.

Meanwhile, in the US, National Hockey League (NHL) teams have also become increasingly open to forging alliances with firms in the betting and gaming space, with a number of teams making the move to incorporate operator logos onto their helmets, whilst six of the tournaments franchises inked deals with Malta-based firm Betway in May.

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