This week it was revealed that the International Hockey Federation (FIH) has signed its first-ever betting partner, teaming up with Dutch operator BetCity.nl.
The agreement will run through June 2025 and will cover matches that run in the Netherlands. The company get signage at the events, helping promote the licensed gambling company. The deal was facilitated by Sportradar, who works with both companies.
"We've been looking at engaging with the betting industry for some time now, but it was essential for us to do so in a completely trustful environment," said FIH CEO Thierry Weil. "Thanks to our collaboration with Sportradar, we've found in BetCity.nl the ideal partner to open the doors of the betting market to hockey.
"This first-of-a-kind move for us will hopefully generate further similar opportunities in this area in the future."
BetCity.nl CEO Melvin Bostelaar also commented, adding: "The Netherlands have been among the world's top teams in hockey for years. As a 100 per cent Dutch company, we are proud to be affiliated with the FIH and therefore being visible at matches in the Pro League and the Women's Hockey World Cup of our national team."