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The NHL has entered into a league-level sports betting partnership with industry giant William Hill. News of the new deal came to light in a press release issued Thursday morning.
“This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry,” said Commissioner Gary Bettman.
“We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape. Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”
It is the professional hockey league’s third sports betting deal with a gambling company in recent months. The NHL first aligned with MGM late last year before announcing another agreement with FanDuel Sportsbook.
Read the full press release.
Under the terms of the deal, William Hill will have a promotional presence alongside the NHL in markets with legal betting and at marquee league events.
CEO Joe Asher said his company “thrilled” to be an official partner at the league level. “Commissioner Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting,” he said.
Asher has been aggressive in courting hockey partnerships.
In addition to this union with the NHL itself, William Hill has official relationships with both the New Jersey Devils and the Las Vegas Golden Knights franchises. The press release indicates that hockey betting increased by 38 percent across the company’s Nevada sports betting operation this year.
“We appreciate the progressive and collaborative approach of the NHL and are encouraged by the early results,” Asher said.
William Hill isn’t the only gambling company working to bring its brand into stadiums and arenas, either.
The US Supreme Court decision to overturn the federal ban has removed much of the stigma from such partnerships, which are commonplace in betting markets abroad. In the time since, all four major US professional sports leagues have aligned with the gambling industry.
The NBA was the first to break the ice with an MGM partnership, followed shortly thereafter by both the NHL and Major League Baseball. Some time later, the NFL formed its first league-level partnership with Caesars.
More than a half dozen individual franchises have deals like these, too, including the two NHL teams already partnered with William Hill.
Bookmark our sports betting partnership tracker to keep tabs on all of these deals.