PointsBet and the National Hockey League (NHL) have announced a multi-year marketing and sports betting partnership. The deal sees the Australian online bookmaker join MGM Resorts International, FanDuel, and William Hill as the league’s official sports betting partners.
The agreement will allow PointsBet to use the NHL logo and branded content across its markets in both the USA and Australia while also providing promotional opportunities.
These opportunities include the integration of PointsBet odds and data into pregame, in-game, and postgame broadcasting. Data that both the NHL and NBC Sports have already started to use for the 2020/21 NHL season.
For its part, the NHL will receive equity in the form of ordinary shares in PointsBet. According to the Australian Securities Exchange, PointsBet will issue the NHL 43,106 fully paid ordinary shares over the next three years. At the time of writing, the shares are worth around $646,000.
In a statement released on the NHL’s website, Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President said:
“As the sports betting landscape evolves at a rapid pace, we continue to develop unique, strategic alliances within the sports gaming industry. Our partnership with PointsBet brings to life our collaboration with our valued media partners and we look forward to enhancing our fan engagement opportunities in concert with both PointsBet and NBC. We are proud to welcome PointsBet to the NHL family.”
Speaking of the partnership, Johnny Aitken, chief executive of PointsBet USA, said:
“We are excited to further elevate fan engagement via offering the most markets in the world for each NHL game, including our exclusive PointsBetting product, and enhance TV and digital integrations with mutual partners like NBC Sports.”
The partnership sees PointsBet further strengthen its presence in the United States and comes not long after NBC secured a 4.9% stake in the bookmaker in a deal worth a reported $540 million.
At the time of writing, PointsBet is up 4.83% on the Australian Securities Exchange (ASX) trading at AU$16.70.
Image credit: David / CC BY 2.0