William Hill US will become the official betting partner of the NHL under a new partnership.
William Hill will be promoted in relevant NHL markets and will leverage branding opportunities in connection with the League’s calendar of marquee events. The deal does not include access to NHL proprietary data, according to a press release.
“This new partnership is yet another example of the innovative yet practical approach our league is taking with the emerging sports gaming industry,” NHL Commissioner Gary Bettman said in the release. “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.”
Betting on NHL games has increased 38 percent during the 2018-19 season at William Hill’s Nevada sportsbooks, largely because of the success of the NHL’s Las Vegas Golden Knights franchise.
“Commissioner Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting,” William Hill US CEO Joe Asher said at a press conference. “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.”
The NHL also has deals with both MGM Resorts International and FanDuel Sportsbook.
