The NHL has added another betting partner in Europe, with Interwetten taking official partner status in Austria and Germany under a multiyear deal.
Good To Know
Austria and Germany give the NHL a useful betting and media market mix. Both countries have established hockey audiences, while Interwetten already has local brand recognition as a Vienna-based online sportsbook.
The new agreement places Interwetten inside the NHL commercial program as an Official Partner of the league in both markets. Instead of a simple ad buy, the operator gets league intellectual property, NHL branding rights and access to official marketing channels.
Sportradar also sits in the setup. As the NHL Official Betting Data Rights Partner, it supports the partnership through the data layer that regulated sportsbooks use for market pricing, in-play betting and integrity monitoring.
Interwetten has been building its sports sponsorship portfolio beyond betting platform visibility. Recent deals include partnerships with the German Ski Association, the Austrian Ski Association and Eurosport.
Interwetten plans to use the NHL agreement across its sports betting operations in Austria and Germany. The company said the deal will support brand visibility, personalized entertainment experiences and betting products for hockey fans.
Marketing placements will run across NHL controlled digital channels. That includes NHL.com/de, the league German-language website, plus digital, social media and email campaigns.
Stefan Sulzbacher, spokesman for the Board of Directors at Interwetten, 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 – and the SIG Group.”
John Lewicki, NHL Vice President, Business Development and Partnerships, International, said:
“We are excited to welcome Interwetten as an Official Partner of the NHL. Interwetten is a leader in the sports betting category, delivering great entertainment to their customers through creative marketing initiatives. We look forward to working with Interwetten to engage the ever-growing hockey fanbase across Austria and Germany.”
For the NHL, the deal adds a direct betting partner in two German-speaking markets where league content can connect through both sports betting and official digital channels.