The North American NHL ice hockey league has inked a partnership deal with gaming giant, William Hill US.
Under the terms of the deal, William Hill will become the official betting partner of the ice hockey league. Most of the terms of the partnership agreement were not disclosed.
William Hill will be be given the opportunity to leverage branding opportunities with many of the major events on the NHL calendar, and will also receive promotional media that is relevant to NHL markets.
The deal with William Hill is definitely not an exclusive one for the NHL, which continues to enter partnerships in the United State’s new sports betting landscape.
The league already has a partnership in place with MGM Resorts, in a major deal signed in October last year. Under the terms of that deal, MGM became the NHL’s official resorts partner, allowing the casino giant to use official NHL branding across all its land-based and digital sports betting offerings in the US.
NHL allows individual teams in its franchise to sign their own betting partnerships, and William Hill already has links to the New Jersey Devils and the Vegas Golden Knights.
The Commissioner of the National Hockey League, Gary Bettman, spoke this week at that American Gaming Association Sports Betting Executive Summit, held at MGM National Harbor.
He said about the new deal with William Hill: “William Hill has an extraordinary presence in the sports betting space. It is the largest sportsbook in the United States and for us to be able to offer our fans an opportunity to focus on sports betting opportunities that William Hill presents, but perhaps as importantly for us to be able to market together to give awareness to our fans, to their customers of this relationship and to give to William Hill a presence on a number of our platforms is the way we think this should work.”
