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September 5, 2019
The NHL is expanding its reach into Russia through a new streaming agreement that’s set to make every regular-season and playoff game available in the country.
The league reached an agreement with Yandex that will more than triple the amount of games available to fans in Russia. Staging a game in Russia remains a possibility in the coming years.
Yandex is a Russian multinational corporation specializing in Internet-related products and services, including search and information services, eCommerce, transportation, navigation, mobile applications, and online advertising. Yandex provides over 70 services in total. Incorporated in the Netherlands, Yandex primarily serves audiences in Russia and the Commonwealth of Independent States. The company founders and most of the team members are located in Russia. The company has 18 commercial offices worldwide.
“It’s a game-changer for us,” NHL executive vice president of international and media strategy David Proper said Wednesday. “We’re more than dipping our toe into the market.”
Citing agreements in other countries with established pro leagues, Proper said the NHL is not trying to cut into the KHL’s market but rather help the Russian-based league with more exposure.