NHL and Russian League Agree to Sports Betting Partnership
The National Hockey League has agreed to partner with Russian sports betting platform Liga Stavok to increase its profile among Western Audiences. This is one of the biggest gambling advertising contracts of the last decade. The NHL is shifting into new territory by allowing this category of material to promote within its league. Traditionally the NHL has avoided online betting in all forms, but as the rise of online platforms continues, the franchise model saw fit to employ Liga Stavok.
Russian sportsbook Liga Stavok has orchestrated a long-term advertisement deal with the National Hockey League. Hockey is an extremely popular sport in Russia, and the country’s viewing figures were one of the main factors when authenticating the proposal. ©designerpoint/Pixabay
Russia is one of many European countries where the National Hockey League has a large fanbase, and some of the competitions highest viewing figures come from the Eastern European nation. As it is considered a cold country with extreme winters, ice hockey naturally fits into the active youth culture in the country, and similar to NFL matches played at Wembley Stadium in London, NHL games have taken place in Moscow arenas. There’s no denying the sport has massive potential to grow in Russia.
Liga Stavok has recently been twisted by Russian legislation, declaring Mobilnaya Karta as the only official online sportsbook. While this has been condemned as nothing more than propaganda, Stavok has struggled to recover from negative press and mistrust from the public. A partnership with the NHL is a step in the right direction to regain the trust of the people and also promote the brand overseas to foreign audiences. Liga Stavok is among Russia’s most successful online betting sites, topping popularity polls in 2019.
Sportradar, a data analytics firm partnered with both the NHL and Liga Stavok, supported the deal, and pledged its assistance in any form. A spokesperson for the brand declared his delight when speaking to a Russian newspaper, stating that it was a progressive move for the country’s betting industry and sporting leagues worldwide. Sportradar provides analytical analysis for institutions worldwide, including Spanish La Liga, German Bundesliga, and other popular sporting competitions.
The NHL are inclined to accept Liga Stavok’s proposal based on increasing brand awareness across Europe as Hockey is barely played or viewed in certain parts of the continent. While nations such as Russia, Poland, and the Czech Republic all enjoy the sport, France, Germany, and the UK dismiss it. Liga Stavok would also like to see the involvement of more European nations and increase the sport’s popularity to boost their user base in countries where online betting is already common.
How does this deal benefit the NHL?
The NHL are fully aware of the impact this proposal could have on their brand. Association with online betting isn’t always a smart move considering your audience’s average age and demographic. However, in a year where fans haven’t had access to the stadiums due to the pandemic and finances have been turbulent and unclear, you can forgive them for venturing out of their corporate comfort zone, so to speak. It’s a bold statement by the NHL, and they won’t back down from any negative press that may come their way.
As well as Liga Stavok, the NHL has been partners with Sportradar since 2015, which has progressed rather well considering the number of data analyst firms on the scene nowadays. A trusted source is better than a wealthier source, and NHL directors are always looking for reputable and trustworthy brands to partner with. Companies aren’t chosen on a whim; thorough research goes into every business dealing, including how it may affect their current and future audiences.
