Online casinos and ice hockey sponsorship: An analysis of the relationship

Casino sites have become increasingly popular over the last decade. As they grow in terms of popularity, they seek ways to align themselves with sports teams and events. One area where online casinos, including some of the UK’s gambling sites with thousands of visitors, have been particularly active in sponsorship is with ice hockey teams, leagues, and tournaments.  

The relationship between online casinos and ice hockey sponsorship has become very strong in the past few years, and it seems that there’s more than one reason for this. Let’s find out what makes this bond so strong and beneficial.

Why Are Online Casinos Involved in Ice Hockey Sponsorship?

Ice hockey is a sport that is especially popular in certain parts of the world, such as the United States, Northern Europe, and Canada. We’re talking about a fast-paced sport that brings many exciting moments to the viewers. It’s also a sport with high levels of physicality, talent, and skill on display. So, it’s no surprise that ice hockey has a solid following, with dedicated fans passionate about their teams and the game in general.

Online casinos have obviously recognised the value of ice hockey. They figured out that ice hockey sponsorship offers many advantages. For starters, it’s an effective way to reach a large and passionate audience. Ice hockey is a trendy sport with an engaged fanbase, and sponsorships allow casino sites to connect with this audience meaningfully.

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In addition, ice hockey sponsorship provides online casinos with exposure that is difficult to achieve through traditional advertising channels. Of course, the teams and tournaments can benefit, too – they can expect financial compensation, better exposure, and more.

Examples of Ice Hockey Sponsorship by Online Casinos

There are numerous examples of online casinos sponsoring ice hockey teams, leagues, and tournaments across the globe. One prominent example is the partnership between the NHL and MGM Resorts International.

MGM Resorts signed a deal with the NHL in 2018, making this iconic casino the official gaming partner of the top ice hockey league. As a result, MGM Resorts got access to a range of promotional and marketing opportunities. This land-based and online casino can now use NHL trademarks and logos in advertising, further highlighting its association with this sport.

Another excellent example of online casinos’ sponsorship of ice hockey is the New Jersey Devils and Caesars Entertainment deal. The latter became the official sports betting partner of the New Jersey Devils in 2018, giving them exclusive access to a wide variety of promotional and advertising opportunities. The analysis has shown that both parties have benefited from the sponsorship. First, the New Jersey Devils have experienced increased engagement from fans. On the other hand, Caesars Entertainment has witnessed a boost in brand awareness, leading to an increased number of new and active players.

Also, in 2023, the UK-based Betfred Casino announced its partnership with the Vegas Golden Knights. The NHL team from Las Vegas signed a multi-year partnership with Betfred. One of the first things we can expect from this sponsorship is the launching of interactive competitions for fans during intermission at select games, exposure for Betfred on the NHL’s DED broadcast signage, and the LED signage at T-Mobile Arena.

The Potential Risks of this Collaboration

We already discussed that sponsorship of ice hockey can provide various benefits to online casinos. Still, we should note that there are also some risks associated with this type of partnership. One of the main risks is the potential for negative publicity. Ice hockey is a sport where physicality, aggression, and incidents involving fans and players are not uncommon. Such incidents can cause negative media attention. Suppose an online casino is related to a team or tournament involved in harmful incidents. In that case, this can affect the casino site’s reputation.

Another risk related to ice hockey sponsorship is the potential for regulation. The gambling industry is heavily regulated in many parts of the world, including the UK. Online casinos that sponsor ice hockey teams or leagues may be subject to additional scrutiny. As a result, they might witness increased costs and administrative burdens. So, it’s better to assess the current situation in one jurisdiction before striking such deals.

This sponsorship form can provide many benefits for online casinos despite the risks. As we noted, these casino websites can increase their exposure, get in touch with a broader audience, and improve their brand image. The growing number of partnerships between online casinos and ice hockey teams and tournaments is inevitable since the online gambling industry is expected to expand in the future.

Final Thoughts

The best way to describe the relationship between online casinos and ice hockey sponsorship is to use these two words – mutually beneficial. In other words, both parties can take advantage of such deals. This is something that has been proven numerous times in the past.

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