William Hill, NHL become sports gambling partners
The deal is the third for the NHL this year
The NHL is skating into sports gambling and continues to make a number of high-profile deals designed to better support its efforts. The latest partnership comes via international sportsbook William Hill and its U.S. affiliate, and will see the sports gambling company become the official gaming partner of the league.
William Hill is apparently a big fan of ice hockey, as it has already signed partnership agreements with the Vegas Golden Knights and the New Jersey Devils. However, getting in at the top level with the NHL will allow it to seriously extend its reach. The exact details of the deal haven’t been released, other than to say that it is a “multiyear” partnership and that William Hill will promote its brand in all NHL markets where sports gambling has been legalized.
According to William Hill U.S. CEO Joe Asher, “We are thrilled to become an official sports betting partner of the National Hockey League. [NHL] Commissioner [Gary] Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting.”
Bettman added, “This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry. Partnering with William Hill U.S., a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”
The line separating gambling and sports is quickly fading. MGM has already partnered with the NHL, MLB, MLS and NBA and Caesars has signed an agreement with the NFL. These deals will continue to be created as sports gambling finds more acceptance across the U.S., and will see sports and gambling eventually become virtually one industry.