NordicBet Becomes Champions Hockey League Official SponsorPublished July 11, 2014 by Lee R
NordicBet will be prominently displayed on all communication and promos for the new multinational hockey league.
A new deal has united Betsson’s NordicBet brand with the Champions Hockey League (CHL) as official sports betting partner.
Secured by the CHL media and marketing partner Infront Sports & Media, the deal will run through the end of the 2016/17 season.
The betting sponsorship addresses a crucial area to solidify the long term prospects of the long-awaited multinational European hockey tournament concept.
Participants include 26 clubs from six leagues across Europe and the International Ice Hockey Federation (IIHF). The regulation season is set to take place from August 21 to October 7, with the playoffs to commence on November 4.
A similar multi-national tournament was attempted by the IIHF in 2008, but ultimately did not succeed due to the inability to secure long term sponsorship, and the failure to agree on a format.
NordicBet Name Placement
As the tournament sponsor, NordicBet will provide the statistics section of the CHL website, as well as display the name on perimeter boards bordering 161 visible and non-visible TV areas, and retain prominent placing on all promos.
Though they are the official betting partner, Nordic is not an exclusive sponsor: the diverse list of co-sponsors includes Engelbert-Strauss, AJ Products, Cramo, and InterSport.
How it Helps Each Side
NordicBet marketing manager Mikael Nilsson called the deal an “ideal platform” for promoting the diverse Nordic profile to European markets “and beyond.” The partnership means that CHL games will now become a more significant component of the NordicBet gaming platform as well, encouraging more wagering activity and attention for the new league.
The Importance of the Multi-National Format
If the multinational format can succeed this time around, then it opens the door for multiple clubs from different countries to integrate into continental formats which can integrate online wagering activity as well, spurring growth for NordicBet's expansion into a global platform and a diversified user base.