It has been announced today that the National Hockey League of America has partnered with Bally’s Corporation in a new sports betting deal that will see the Rhode Island based gaming and betting company become the official sports betting partner of the professional ice hockey league.
This deal, which is the beginning of a multi-year strategic partnership, is the first sports betting agreement between Bally’s Corporation and a professional sports league.
As part of the agreement, Bally’s Corporation will have full rights to use the logos and marks of the NHL along with gaining access to official data from the league, which it will utilise in its sports betting products.
The corporation has also linked up with media firm Sinclair Broadcast to create exclusive and engaging content for fans of the league as well as provide integrated content to live game coverage across almost twenty sporting networks.
This partnership between the two organisations brings mutual benefits and is a large milestone in Bally’s Corporation sports betting and i-gaming strategy to become a leader in its field.
By gaining the rights to use the hockey league’s branding and logos combined with the media partnership, the gaming and betting provider will be able to transform engagement between hockey teams and fans.
Reportedly, the partnership with Bally’s Corporation is an ideal one for the National Hockey League due to the betting operator’s vision and strategy for its existing and future betting products on the market. In addition, the league will use the partnership to boost engagement with hockey fans both locally and nationally.
NHL Chief Business Officer and Senior Executive Vice President Keith Wachtel commented on the partnership:
We’re thrilled to become the first national sports league partner of Bally’s Corporation.
With its Sinclair Broadcast Group partnership combined with a strong strategic vision for its portfolio of sports betting products, Bally’s is an ideal partner for the NHL to further engage our avid fan base on a national and local level.
President and Chief Executive Officer of Bally’s Corporation George Papanier also shared his comments on the deal:
We are thrilled to enter into this partnership with the NHL, which represents an important milestone in our strategy to become a leader in the online sports betting and iGaming space.
With access to the NHL’s official logos and brands, together with our first-of-its-kind media partnership with Sinclair, we will continue on our path to transform how fans engage with their favourite hockey teams.