Land-based casino operator Bally’s Corporation has entered into an agreement to become an official sports betting partner of the NHL.
The deal enables Bally’s to use the official NHL marks and logos as well as the league’s official data for use in its expanding range of sports betting offerings. Bally’s recently purchased Bet.Works for $125M to launch its sports betting business later this year.
It also allows Bally’s to create NHL content that will be integrated to the game coverage on 19 regional TV networks operated under the Sinclair Broadcast Group which is being rebranded to Bally’s. Sinclair broadcasts the games of 12 NHL teams including the last two Stanley Cup winners in the Tampa Bay Lightning and St. Louis Blues.
Said Bally’s Corporation President and CEO George Papanier:
“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 favorite hockey teams.”
NHL Embraces Sports Betting
The NHL has been one of the most progressive pro sports leagues when it comes to embracing sports betting in the last couple of years. The NHL has partnered with the American Gaming Association to bring responsible gaming messages directly to fans via an extensive public service campaign inside arenas.
Last month, the NHL entered into a deal with an Eastern European sports betting company covering the Czech Republic and Slovakia. Most recently the Detroit Red Wings entered into a sports betting partnership with online gambling operator PointsBet.
First Time for Bally’s
While this kind of partnership isn’t new to the NHL, this deal represents the first time that Bally’s has forged a sports betting deal with a major professional sports league, making this a landmark deal for the company.
Rhode Island based Bally’s currently operates in seven states with a total of 11 casino properties. It has pending deals that will add four new properties in three different states to its existing portfolio.