NHL Lands Its First-Ever European Betting Partner With Tipsport On Board

Serving Czech Republic and Slovakia fans

The National Hockey League (NHL) has appointed Tipsport, the Czech Republic’s largest betting brand, as its first official European sportsbook partner.

The official Czech Twitter account of the NHL tweeted about the multi-year partnership on January 21:

As official sportsbook of the NHL in the Czech Republic and Slovakia, the deal gives Tipsport the right to use the NHL’s official “shield” logo across its various media channels. Tipsport can also use NHL multimedia output to leverage branding opportunities for its ice hockey markets across NHL events, such as the Global Series, which is scheduled to take place in Europe.

The sportsbook will also enjoy prime marketing placements on Czech- and Slovak-language versions of the official NHL website.

Data boon for Tipsport

As part of the partnership, Tipsport can directly access game data generated by the NHL’s puck and player tracking technology, in order to boost its statistics and live odds.

sports wagering landscape opens up a “unique opportunity” to engage fans

In an official news release, the NHL’s international VP of business development and partnerships, John Lewicki, said the sports wagering landscape opens up a “unique opportunity” to engage fans in both the Czech Republic and Slovakia via NHL-owned technology and data.

Lewicki added that the Tipsport partnership would launch the NHL’s entry into Europe and increase global fan engagement.

Deal broadens Tipsport’s NHL TV exposure

Tipsport has an existing partnership in place with Nova Sport TV, the NHL’s media partner in the Czech Republic and Slovakia. Following the new deal with the United States’ premiere ice-hockey league, the sportsbook can air sponsorship and advertising campaigns on Nova Sport TV during NHL broadcasts. It will also enjoy prominent brand placement in Nova Sport TV’s new NHL studio.

A similar tie-up between an NHL entity and an overseas sportsbook took place last week. The NHL’s New Jersey Devils named Australia-based online sports betting company, PlayUp, an official sports betting partner on January 15.

As part of the deal, PlayUp will host a sports lounge at the Devils’ home arena in Newark’s Prudential Center.

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