The National Hockey League (NHL) has announced a marketing partnership with land-based gaming operator Bally’s Corporation.
The partnership deal will allow Bally’s to use NHL branding and logos along with the league’s official stats and data in conjunction with its sports betting operations.
The deal sees the NHL become Bally’s first national sports league partner and is the latest step in the gaming giant’s move into the world of sport.
In November of 2020, the company bought the naming rights to 21 regional sports networks purchased owned by Sinclair Broadcast Group. At the same time, Bally’s announced an agreement to purchase sports betting platform Bet.Works for $125 million.
The deal with Sinclair will allow Bally’s to create and broadcast NHL content across 19 networks extending the brand’s reach and helping to promote its sports betting services.
Speaking of the partnership, Keith Watchel, Chief Business Officer and Senior Executive Vice President of the NHL said:
“We’re thrilled to become the first national sports league partner of Bally’s Corporation.
With its Sinclair Broadcast Group partnership combined with a strong strategic vision for its portfolio of sports betting products, Bally’s is an ideal partner for the NHL to further engage our avid fan base on a national and local level.”
In a comment published on Bally’s website, George Papanier, President and Chief Executive Officer of Bally’s Corporation said of the deal:
“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.”
The NHL partnership with Bally’s follow hot on the heels of the recent deal with PointsBet. A deal that will see the league receive 43,106 shares in the Australian online sportsbook.
Image credit: Hermann Luyken / CC0 1.0