New image - new energy: how Betera restarts youth hockey

Betera, together with the Association “Ice Hockey Federation of the Republic of Belarus” and the international sports design agency Quberten, presented the rebranding of the logos of the teams of the Betera-Higher League hockey team and the Shakhtar hockey club from Soligorsk, performing in Betera-Extralig.

The new image of the Soligorsk team officially presented before the start of the Salei Cup. Instead of the usual mole with a stick on the shape of players, a stylized miner in a helmet with a lantern appeared.

Also, 14 clubs of the youth championship of Belarus, in which the reserve youth teams of Betera-Extraliga teams participate, received updates.

For a long time, most league teams have actually used the logos of major clubs without having their own visual identity.

The rebranding project solved this problem: the authors were inspired by the approach that has long been used in the NHL, where the teams of one system retain a visual connection, but each has its own recognizable symbolism.

On this principle, the logos of all Betera-Major League teams were created - they echo the identity of the main clubs, are designed in a single style and color scheme, but at the same time have their own character and individuality.

At the same time, the teams received an updated game form from the designers, which was the logical conclusion of the visual update. Equipment now helps teams look professional, builds their awareness and emphasizes that they are an important part of the club system, not just a backup. Moreover, the rebranding significantly expanded the opportunities of clubs in terms of promoting their own brand. Thanks to this, teams have the potential to manufacture brand attributes and attract a new audience.

This approach will preserve continuity within the club system and at the same time emphasize the independence of youth teams.

This event is another evidence of how deeply Betera is involved in the development of Belarusian sports at all levels – the brand is invested not only in supporting top tournaments, but also contributes to the development of other areas.

Investments in teams, infrastructure and popularization of hockey help create conditions for the growth of young talent, increase the interest of fans and make the championship stronger.

- It is important for Betera to be a reliable partner of Belarusian sports and to maintain this status not only with words, but also with active participation. Hockey holds a special place in the sporting life of our country and we are excited to be part of projects that help the sport grow, connect people and inspire a new generation of players and fans.

This time we set a goal to pay attention to the entire vertical of Belarusian hockey. Support for youth sports is especially important because today a new generation of players is being formed that will determine the level of the league in the future. Charging youth hockey with new energy, Betera makes it more attractive for fans and athletes, said Alexey Selivonchik, project manager for the development of Betera partner programs.

Betera became a Major League title partner in September 2025. Immediately after that, the brand launched a large-scale visual transformation of the championship - the tournament with the participation of pharmaceutical clubs received the naming of "Betera-Major League" and an updated logo.

The company is also the title partner of Betera-Extraliga and the Ruslan Salei Cup, the main pre-season tournament in Belarusian hockey.

There is a lot of work ahead: together with FHB, Betera will continue to develop Belarusian hockey at all levels, opening up new opportunities for promising youth and professional clubs. The brand sees Belarusian sports as a powerful channel of communication and a space for real benefit. That is why the partnership with the key hockey championships is a story about the real contribution of business to the future of the game.