NHL and Liga Stavok sports betting partnership

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The National Hockey League (NHL) has welcomed Liga Stavok as the Official Sports Betting Partner of the NHL and Official Sportsbook of the NHL in Russia and the CIS region, and the League’s first-ever exclusive partner in Russia.

As Official Sports Betting Partner of the NHL, Liga Stavok will conduct dynamic marketing campaigns utilizing NHL branding across the company’s digital sports betting offerings in Russia and the CIS region. Liga Stavok will receive premier marketing positions on NHL digital assets including the official Russian language version of NHL.com.

As part of the partnership, Liga Stavok will have rights to use NHL marks, logos and official designations designed to help create authentic NHL fan and consumer marketing programs. Additionally, Liga Stavok will have access to a full portfolio of NHL-controlled media assets throughout the term of the partnership, including custom digital, social and email marketing campaigns focused on building brand awareness and driving new customer acquisition. For the 2021 Stanley Cup Playoffs, Liga Stavok served as the presenting sponsor of the 2021 Stanley Cup Playoffs Bracket Challenge on NHL.com/ru.

“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.”

Liga Stavok is the first and only betting company in Russia providing extensive and overall support to ice hockey at the national level. Since 2017, Liga Stavok has been the official partner of the Russian Ice Hockey Federation and the official partner of the Russian national ice hockey team. This season, Liga Stavok signed a five-year deal to become a sponsor of the Ice Hockey World Championship.

Yury Krasovskiy, CEO of Liga Stavok, said: “Moving towards an international level is part of the business strategy of Liga Stavok. It is a great honor and responsibility for us to expand our participation in 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 NHL for appreciating our business potential and reputation as the most popular sports bookmaker in Russia.”

This unique partnership was supported by Sportradar, the Official Betting Data Rights Partner of the NHL, and an established partner of Liga Stavok. 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.


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