William Hill has already signed up with two NHL teams this season in New Jersey Devils and Vegas Golden Knights, who were rumoured to be the new partner prior to today’s announcement.
Yet it is the Las Vegas-based operator which has decided to make history with this lucrative partnership with the NHL. MGM Resorts will have full access to the NHL’s advanced game data and intellectual property, as well as the league and team logos for all kinds of marketing and promotion purposes.
NHL Commissioner Gary Bettman had previously announced, alongside the NBA, NFL and MLB, thatit would be appointing a sports betting partner after sports gambling became legal.
Bettman said: “The new sports betting landscape presents a unique opportunity for fan engagement utilising technology and data that are exclusive to our league. As a leading global gaming operator and entertainment company, MGM Resorts is the perfect partner for us to begin our transformative entry into this space.”
Sara Slane, the American Gaming Association's Senior Vice President of Public Affairs, said:"Sports betting agreements through contracts enhance the fan and consumer experience. The NHL’s announcement today further strengthens the bond between sports entities and gaming companies, who are each committed to preserving the integrity of the game. As legal sports betting expands, we are encouraged by the growing relationship between gaming companies and the major sports leagues."
