Interwetten has entered into an agreement with the National Hockey League (NHL), becoming an official partner of the tournament in Germany and Austria. 

The collaboration will see Interwetten leverage the tournament’s popularity to boost its own brand awareness in the two countries, whilst also promoting its betting products to followers of international ice hockey. 

Supported by Sportardar, the NHL’s official betting data rights partner which also provides the league with its ad:s digital marketing solution, the partnership will enable Interwetten to gain access to the tournament’s media assets including custom digital, social and email marketing campaigns. 

“As a reliable sports betting provider, we focus our engagements and collaborations in sports with long-term partnerships that enable maximum entertainment,” said Stefan Sulzbacher, spokesman for the Board of Directors at Interwetten. “We are proud that we have a multi-year partnership with the NHL – the best ice hockey league in the world – and the SIG Group.”

Additionally, Additional caveats of the deal will ensurewill see the sports betting group gain the rights to use NHL marks, logos and official designations to develop marketing programmes targeting the league’s fans and consumers, as well as positioning across the competition’s digital assets including its German-language website.

The linkup marks a continuation of Interwetten’s sports focused marketing activities in the DACH region, with the company currently sponsoring German Bundesliga clubs TSG Hoffenheim and Vfl Wolfsburg until June 2023.

John Lewicki, NHL Vice President, Business Development and Partnerships, International remarked: “We are excited to welcome Interwetten as an Official Partner of the NHL, Interwetten is a leader in the sports betting category, delivering great entertainment to their customers through creative marketing initiatives. We look forward to working with Interwetten to engage the ever-growing hockey fan-base across Austria and Germany.”