William Hill and NHL ink multi-year partnership

The operator has become an official sports betting partner of the American hockey league.

US.- William Hill US has announced a strategic partnership agreement with the National Hockey League (NHL). The deal sets William Hill as an “Official Sports Betting Partner of the NHL.” The entities still have to reveal terms of the multi-year deal.

As an official sports betting partner of the NHL, William Hill will receive promotional media in relevant NHL markets and will leverage branding opportunities in connection with the League’s calendar of marquee events. On the other hand, the NHL will receive marketing revenue from the sportsbook.

Ever since the US Supreme Court struck down the federal act that prohibited sports betting, the NHL and other sports leagues have signed a number of deals with bookmakers to leverage from the gambling modality.

Back in November, the NHL announced a sports betting partnership with FanDuel Group and before that another one with MGM Resorts International.

“This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry,” said NHL 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.”

“We are thrilled to become an official sports betting partner of the National Hockey League,” said Joe Asher, CEO of William Hill US. “Commissioner Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting. Combined with our existing partnerships with the Vegas Golden Knights and New Jersey Devils, we are extremely excited to continue to build our relationship with the NHL.”