The National Hockey League (NHL) has penned its first European licensing partnership with Czech sportsbook operator Tipsport

NHL Licenses First European Sportsbook Partner

The National Hockey League (NHL) has signed a licensing partnership with Czech betting group Tipsport. The deal grants Tipsport the rights to utilise the League’s official brand and matchday data.

Tipsport will serve as the NHL’s official betting partner for the Czech and Slovakian gambling markets, and will be the League’s first European sportsbook partner as a whole. The operator was selected in part due to its sheer size and reach, being the largest player on the Czech market. This distinction has earned Tipsport the privilege of using the NHL’s iconic shield logo.

Of course, the deal is mutually beneficial for both parties. The NHL gains access to new markets and audiences, while Tipsport will gain access to direct data from the NHL’s “puck and player” tracking system. This opens up ample avenues of enhancing in-game statistics and live odds.

NHL Expands into Growing European Market

According to NHL International Vice President of Business Development and Partnerships John Lewicki, the sports betting landscape in the Czech Republic and Slovakia presents a unique opportunity for fan engagement.

Mr. Lewicki added that Tipsport is the ideal partner to accompany and aid the NHL with its expansion into the European sports betting market. This move will eventually enable the NHL to expand its reach further across Europe and beyond.

Sports betting has seen a dramatic increase in importance on a global scale and the European market is no exception. The overall gross gambling revenue in Europe is estimated to be around $30.08 billion, with most of the revenue stemming from sports betting. The market is expected to grow by 9.2% over the coming four years.

The NHL’s streaming partner for the Czech Republic and Slovakia, Nova Sports TV, will also support the partnership, as Tipsport has recently confirmed.