National Hockey League announces OlyBet as the Official Sports Betting Partner in the Baltics

Sports Betting Brand OlyBet and the NHL to Engage Huge Hockey Fanbase in the Region Through Online Platforms, Retail Locations and Casinos

TALLINN, ESTONIA (June 3, 2021) – Olympic Entertainment Group, OlyBet and the National Hockey League (NHL) today announced a new partnership naming flagship betting brand OlyBet the Official Sports Betting Partner of the NHL in the Baltic region.

OlyBet will use official NHL branding to amplify the partnership in nearly 100 casinos, hotels and food and beverage locations across Estonia, Latvia and Lithuania, as well as across OlyBet’s digital assets. As an Official Sports Betting Partner of the NHL®, OlyBet will also receive premier marketing opportunities across the NHL’s social and digital media assets. In addition, OlyBet will leverage promotional opportunities in connection with the NHL’s calendar of marquee events – including regular season games, the Stanley Cup® Playoffs and Stanley Cup® Final, and international events including the NHL Global Series™.

“We are thrilled to welcome OlyBet to the NHL family,” said John Lewicki, NHL Vice President, Business Development and Partnerships, International. “There are legions of loyal and passionate NHL fans in the Baltics, and partnering with OlyBet, the top sports betting brand in the region, provides a terrific opportunity for the NHL to further fan engagement in this part of Europe.”

“This is the beginning of a great partnership with the NHL to promote the brands and the sport. Ice hockey is very popular in our markets and our customers will now have more opportunities to engage with the NHL through live broadcasts and games, local events, social media and the best betting experiences in Europe,” said Corey Plummer, Chairman and CEO, Olympic Entertainment Group and OlyBet Holdings. “The combined brand power, excitement of the sport and live experiences is a proposition that our customers love and will have more of with the NHL partnership. Sport helps people connect with family and friends, the ambitious and the passionate. We live for these moments and could not be more excited to have this partnership.”

This unique partnership was supported by Sportradar, the NHL’s Official Global Data Distributor and established partner of OlyBet. The NHL is utilizing ad:s, Sportradar’s data-driven marketing solution providing the League with digital marketing services to develop sports betting partnerships outside of North America.

About the NHL

The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs and proudly welcomes its 32nd franchise, the Seattle Kraken™, for the 2021-22 season. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 151 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat and YouTube; and more than 100 million fans online at The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN and the NHL Network™ in the U.S., Sportsnet and TVA in Canada, Viaplay in the Nordic Region and CCTV and Tencent in China. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. The NHL is committed to building healthy and vibrant communities through the sport of hockey by increasing youth participation and engagement; fostering positive family experiences; promoting inclusion, positive culture and leadership; and supporting sustainable community impact.

About OlyBet

The online and retail gaming brand OlyBet ( is the #1 online brand in Estonia, Latvia and Lithuania with an offering that includes sports betting, online casino games and poker. OlyBet is a pioneer and continued leader in responsible gaming practices and an avid sponsor of local communities and sports development programs.


Posted in NHL