William Hill partners with NHL team

The company has achieved the first deal between a sports book operator and an NHL team.

US.- National Hockey League (NHL) team Vegas Golden Knights has announced a landmark, multi-year partnership with William Hill US. The deal represents the first-ever between an NHL team in North America and a sports book.

The legalisation of sports betting in the United States has allowed companies to expand their reach and sports teams to be able to obtain more revenue from other sources. While other sports leagues have already signed deals with sports books, this is the first time an NHL team has signed a partnership of this kind.

The partnership will feature a TV visible dasherboard, in-arena signage, updated league-wide odds displayed on the in-arena Knight Tron during intermission, an away game watch party, and recognition on the LED ribbon board of the “William Hill Line Change” when the Golden Knights make a line change during the game.

Joe Asher, CEO of William Hill US, said: “We could not be more excited to partner with the Golden Knights. We are headquartered in Las Vegas and have seen first-hand what this team has done for our community. William Hill is the leader in the U.S sports betting market and we are proud of the fact that this is the first sponsorship agreement between a sports book and an NHL team in the country. We appreciate the leadership of Bill Foley and his Golden Knights management team in bringing a winning franchise to Las Vegas and always working to make the in-game experience the best anywhere.”

Vegas Golden Knights President Kerry Bubolz added that they are always looking for innovative ways to engage different segments of their fan base and provide a unique fan experience. “Like the Vegas Golden Knights, William Hill US is a proud ‘Vegas Born’ organization. This partnership between a major professional team and a sports book operator is a historic, landmark agreement and we are delighted to be leading the way with William Hill in this space.”