The partnership agreement announced today between the National Hockey League (NHL) and the Russian sports betting operator Liga Stavok has made the operator the league's first exclusive partner in Russia.

The bookmaker's first ever Russian partner

In the agreement between Liga Stavok and the NHL, the local betting company is also named Official Sports Betting Partner of the NHL and the NHL's official betting partner in Russia and the CIS and is authorised to conduct dynamic digital sports betting marketing campaigns using the official Professional Hockey League brand.

"This is an exciting time for NHL fans in Russia. Liga Stavok, the market leader in sports betting, has partnered with the NHL, the world's leading ice hockey league, to implement inventive initiatives designed for our strongest fans in Russia. We look forward to working with Liga Stavok to bring new opportunities to the NHL in Russia." - John Lewicki, Vice President of Business Development and Partnerships, International, NHL

League of Betting, which will also gain recognition across all NHL digital assets as a major marketing partner, including the league's official Russian website, will receive rights to use the NHL's official marks, logos and designations in its promotions to create content that attracts fans and authentic NHL marketing programs.

In an interview with Utansvensklicens.casino, Yuri Krasovsky said: "Going international is part of Liga Stavok's business strategy. It is a great honour and responsibility for us to expand our involvement in the development of world hockey... The partnership with the NHL is another historic step in this direction. We are grateful that the NHL appreciates our business potential and reputation as the most popular sports betting company in Russia. 

Full portfolio of NHL digital assets

Liga Stavok, the sponsor of the 2021 Stanley Cup Playoffs on the NHL website in Russia, will have access to the full portfolio of digital assets owned by the NHL, including digital, social and marketing campaigns aimed at raising awareness and increasing fan engagement.

Founded in 2008 to develop the betting industry, Liga Stavok is the only betting company in the country to fully support ice hockey at a national level, and since 2017 has been the official partner of the Russian Ice Hockey Federation and the Russian national ice hockey team. .

The agreement was reached with the support of Swiss sports data company Sportradar, which is the NHL's official partner for betting data rights, as well as a regular partner of the Russian operator. It was recently reported that the NHL is considering becoming a shareholder in the data company.