PointsBet eyes Canadian marketing gains with NHL Alumni Association deal
Canadian subsidiary inks multi-year partnership with access to NHL marketing and licensing rights
PointsBet Canada has signed a multi-year sports betting partnership with the NHL Alumni Association (NHLAA).
The deal makes PointsBet’s Canadian subsidiary the exclusive sports betting partner of the NHLAA in Canada and official partner in the US.
It grants the firm marketing and licensing rights to NHLAA properties including access to NHL alumni and former players across the North American hockey firmament.
PointsBet Canada CCO Nic Sulsky cited the NHLAA as being at the “top of our list” following the firm’s Canadian market entry last year.
“Saturday night hockey is an institution from coast-to-coast-to-coast,” Sulsky said.
“Being able to partner with the likes of Paul Coffey, Nicklas Lidstrom, Mike Vernon, and the countless other NHL Alumni that skated across our screens will allow us to deliver the authentically Canadian gaming experience that we want to bring sports fans,” he added.
PointsBet Canada has made a number of inroads into the Canadian market over the last 12 months, expanding its operational assets as well as concluding several marketing-led deals.
In the hockey sphere, the firm agreed a multi-year deal to become the official and exclusive sports betting partner of Canadian hockey content providers dailyfaceoff.com and The Nation Network in September.
NHLAA president and executive director Glenn Healy highlighted PointsBet’s emphasis on the NHL legends which make up its key membership.
“From the very beginning, PointsBet Canada understood our mission at the NHLAA, which is to ‘Honour the Past’ and provide hope and help for all NHL Alumni and their families,” Healy explained.
“I am thrilled that they will also be embracing our players’ roots and hometowns across the country where their NHL dreams began.
“It was clear in all of our conversations that PointsBet would play within the rules as a responsible gaming operator, and they were willing to partner with our players to deliver this important message to Canadians,” Healy added.