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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.