We have been working with FONBET Partners for a long time in several CIS locales.

The new season of the FONBET KHL Championship kicks off on September 5. For fans, it marks the return of top-tier hockey; for clubs, it is the start of a new journey toward the Gagarin Cup; and for partners, it signals the beginning of one of the year's most action-packed sports calendars.

The season opener will feature a clash between Lokomotiv and Traktor in Yaroslavl. This match carries significant symbolic weight: the reigning champion facing off against the finalist from the previous Gagarin Cup season. Right from the start, the league provides a compelling hockey story that can be leveraged in audience communications.

The new KHL season is not just a single evening or a brief spike in interest. The regular season, derbies, road trips, the battle for playoff spots, individual records, dramatic finishes, and the Gagarin Cup create an extensive sports agenda. For webmasters and media buyers, this calendar is advantageous because creative campaigns can be built not only around marquee matchups but also around local narratives—such as a favorite team, a fierce rival, a home stand, or the return of hockey after a break.

This season holds great significance for FONBET. The brand has partnered with the KHL since 2017 and has served as the League’s title partner since the 2022/2023 season. The 2026/2027 season will mark a decade of collaboration between FONBET and the KHL—a long time for a sports partnership and a powerful bond with the hockey audience!

For partners, this collaboration fosters an added layer of trust in the brand among the target audience: FONBET has been a fixture in the hockey world for years, meaning creative content can be built around a brand familiar to fans and a sports narrative they understand well. When launching campaigns, you can segment the audience by club and region, highlighting local derbies, opening home stands, matches against the reigning champion, overtime games, and live scenarios in your promotions. This allows for more precise communication: the same hockey schedule can be utilized across different geographic locations, traffic sources, and audience segments.

For partners, the start of the season is the perfect time to prepare creative assets tailored to the hockey audience. You can explore several angles: the return of the KHL, the season opener, derbies, local clubs, the playoff race, live scenarios, and the thrill of the game's final minutes. Hockey is ideal for situational marketing: the game is fast-paced and action-packed, and audience interest extends beyond just the favorites to specific teams.

Combining the schedule with the right context yields the best results. A single match can be framed in various ways: as a rematch, a high-stakes rivalry clash, a chance for a team to make a strong start, or an opportunity for bettors to return to the action after the summer break. The more precisely the creative aligns with the match's narrative, the easier it is for the player to grasp the offer.

The 2026/2027 FONBET KHL Championship kicks off on September 5—making it the perfect time to prepare hockey-focused creatives, select matches for situational campaigns, and launch the season with FONBET Partners. Sign up for the affiliate program, ask your manager for the latest terms, and leverage the KHL season opener as your first major hockey-related promotional opportunity!