North American ice hockey’s NHL has announced the multi-year renewal of its partnership with sports betting firm Interwetten in Austria and Germany.
Interwetten branding will continue to be displayed on rink-side dasherboard on Austrian and German NHL broadcasts courtesy of the league’s digitally enhanced dasherboards (DEDs) that allows it to digitally change advertising presences on the boards for broadcast feeds depending on the region.
NHL’s DEDs will display Interwetten branding on Austrian and German broadcasts of the league’s regular season, Stanley Cup playoffs, and other major events such as its all-star game.
The NHL first partnered with Interwetten in January of 2022, although neither party has stated the terms of the latest renewal.
Through the partnership, Interwetten also has access to betting data through sports data and technology firm Sportradar, which is the official betting data rights partner of the NHL and is focused on developing the league’s betting partnerships outside the US.
Meanwhile, the NHL also today announced a partnership with the tourist board of Prince Edward Island, Canada.
Tourism Prince Edward Island (PEI) becomes an official destination partner of the league through the deal and will have a presence on its marketing activities, digital channels, and social media.
The NHL’s DEDs will also showcase Prince Edward Island branding, and the league will host a league-wide business meeting at the location.
The partnership was inaugurated during the recent fixture between the Boston Bruins and Tampa Bay Lightning in Boston, which is a target market for Tourism PEI due to its proximity.