The International Hockey Federation (FIH) governing body has hired Spring Media, the Sweden-based international sports media and marketing agency, to distribute live betting video rights for its events through 2028.

The agreement runs for a four-year cycle from 2024 to 2028, covering all FIH events starting with the upcoming Hockey Olympic Qualifiers, which will be staged across India, Spain, and Oman from tomorrow (January 13), and the inaugural Hockey5s World Cup in Oman running from January 24 to 31.

Craig Neilson, Spring Media’s commercial director, said: “We are excited to be working with the FIH to broaden our hockey presence and know-how. The package holds strong relevance in major International markets and offers a large bulk of top-tier events on competitive time slots – ideal for betting partners.”

The betting package is the latest addition to Spring Media’s hockey portfolio, having partnered with Australia’s top-tier HockeyOne league to distribute rights to its 2023 edition.

Since 2022, the agency has also acted as the host broadcaster on behalf of Viaplay Netherlands covering the national Hoofdklasse.

FIH president Tayyab Ikram said: “We very much look forward to this partnership with Spring Media. It is a great addition to our commercial portfolio and expands our resources for the benefit of the growth of hockey.

“This new agreement is an additional significant contribution to the enhancement of our commercial and broadcast approach.”

The deal comes shortly after the FIH announced its events will be broadcast across India and the UK after securing rights deals with Viacom18 and the BBC, respectively.

Under its deal with Viacom18, all FIH events, except the Nations Cup, will be aired on its linear channel Network Sports18 and platform JioCinema.

Its deal with the BBC, meanwhile, will see the public broadcaster air all matches of the British women's and men’s matches during the Hockey Olympic Qualifiers.