Sportsbook operator Upick is the first company from Mexico to reach a sponsorship agreement with an NHL franchise as it inked a deal with the Vegas Golden Knights.
Upick now will have a presence on VGK’s social media channels, website and app, and the agreement extends to marketing opportunities at the team’s home venue on the Las Vegas Strip, T-Mobile Arena.
Upick, which is part of Xoy Capital, launched three months ago. It reports it already has 4,500 registered users.
Carlos Lazo, Upick’s owner, said there’s growing interest by the Mexican public in the NHL, especially since young people ages 18 to 24 are the ones who have knowledge of this sport, and “they usually have a TV service with coverage of the NHL,” he commented.
“Our strategy is to take advantage of the growing demand to watch and bet on this sport,” Lazo added in a statement. “We have seen here in Mexico more and more bettors and this is reflected in the metrics. We see it on the users who register on our platform.”
According to Lazo, the partnership with the Golden Knights, who are wildly popular in the Las Vegas market, is part of the sportsbook’s strategy to “reach a universe of consumer profiles that make this business more attractive.”
“We have a registry of all sports betting clients from Mexico, most of them are young experts who not only participate in sports like [soccer], but also a growing population of American football, baseball, basketball, motorsports, hockey, boxing, rugby, tennis and cycling,” he continued.