North American ice hockey’s NHL has brought on board Interwetten, a European online betting firm, as a sponsor in Austria and Germany through a multi-year deal.

The agreement will see Interwetten conduct marketing campaigns using the NHL’s branding across its digital sports betting offers in those two countries, while the firm will also receive “premier marketing positions on NHL digital assets.”

It also includes the rights for Interwetten to use the NHL’s logo, marks, and official designations on its platforms.

In addition, Interwetten will have access to a portfolio of NHL-controlled media assets throughout the partnership, with this set to include “custom digital, social and email marketing campaigns focused on building brand awareness and driving new customer acquisition.”

The firm, founded in Vienna, will use the partnership to “increase brand awareness, establish individualized entertainment experiences and provide secure betting products for fans”, the NHL has said.

The partnership will be supported by Sportradar, the international sports data intelligence and digital content service provider which struck a decade-long sponsorship deal (which also included becoming the league’s integrity partner) with the NHL in June last year. The NHL is now using the 'ad:s' Sportradar marketing solution to develop its sports betting partnerships outside the US – such as with Interwetten.

Stefan Sulzbacher, a spokesperson for Interwetten’s board of directors, said: “As a reliable sports betting provider, we focus our engagements and collaborations in sports with long-term partnerships that enable maximum entertainment … We are proud that we have a multiyear partnership with the NHL – the best ice hockey league in the world.”

The brand has recently entered into sponsorship deals with both the German Ski Association (DSV) and the Austrian Ski Association (OSV), while in 2020 it became the title sponsor of the Greek Super League, the top soccer league in the country.

John Lewicki, vice-president of business development and international partnerships at the NHL, added: “We are excited to welcome Interwetten as an official partner … Interwetten is a leader in the sports betting category, delivering great entertainment to their customers through creative marketing initiatives. We look forward to working to engage the ever-growing hockey fanbase across Austria and Germany.”

Broadcast coverage of the NHL in Austria and Germany is currently provided by a combination of pay-TV’s Sky Deutschland, which struck a four-season deal last September covering 300 live games each campaign, and by free-to-air commercial channel ProSiebenSat.1, with that network having entered into a multi-year deal covering a smaller number of live games in November,

For the previous four-year NHL international media rights cycle, which came to an end following the conclusion of the 2020-21 campaign, over-the-top streaming platform DAZN held pay-TV rights in those German-speaking countries.

The 2021-22 NHL regular season began on 12 October and will come to a close in April, with the playoffs set to run into June. 

Earlier this month, PointsBet was named the exclusive sports betting partner in Canada for the NHL Alumni Association (NHLAA), the charitable organization for bettering the lives of former NHL players.