On Thursday, the National Hockey League (NHL) announced that they have partnered with William Hill US to be their sports betting partner. William Hill will receive promotional and branding opportunities on NHL platforms and events. While the league will get revenue from the sports betting brand from using its platform for all the branding and advertising done.
According to NHL Commissioner, Gary Bettman, William Hill US is a leader in the sportsbook and mobile betting market. Partnering with them will provide the league with an opportunity for further fan engagement. William Hill US CEO, Joe Asher said Bettman and the NHL team understand the opportunities through sports betting to engage with the fans.
NHL’s Other Partnerships
William Hill US is the third partnership that the NHL has done in the past months. The hockey league has partnered with MGM resorts and FanDuel. Their collaboration with MGM includes resort relationships, access to the NHL Puck and Player Tracking data, and the M life rewards program marketing. However, the league’s partnership deal does not involve the data element. FanDuel serves as their daily fantasy sports partner.
Since it entered the US sports betting market, the sports betting brand has managed to make partnerships with two of the National Hockey League teams. New Jersey Devils and the Vegas Golden Knights who give both partners access to various branding platforms and revenue. Asher said they would continue to build relationships with the National Hockey League with their existing partnerships.
William Hill’s NHL Betting Increased
The sportsbook has recorded an increase in betting on the National Hockey League by 38% during this season as compared to the previous season. Bets were made through William Hill’s Nevada sportsbooks.
All these partnerships have been made possible by the overturning of the Professional and Amateur Sports Protection Act of 1992 (PASPA). This overturning has opened up opportunities for both the sportsbooks and sports leagues to boost fan engagement.