Marking Bally’s first-ever NHL partnership, the gaming giant will grant the Tennessee-based ice hockey team intellectual property rights and receive them in return, giving the company access to the sport franchise’s logos, marks and certain other content.

“From the moment sports betting launched in Tennessee, we’ve wanted to align with dynamic companies that will help us bring the best fans in sports even closer to the game we all love,” remarked Predators Executive VP and Chief Revenue Officer Chris Junghans.

“We’ve found just that with Bally’s Corporation and Bally Bet, who we’re thrilled to welcome to the pro sports landscape in our state for the first time.

“Bally’s unique approach to content integration and brand alignment through their broadcast partnerships is going to be a game changer. We are excited to be one of the first teams to partner with Bally on this unique and exciting endeavour.”

To inaugurate their new partnership, Bally’s will launch its Smashville Selector on Android and IOS, a free-to-play game that challenges fans to correctly answer five predictive questions ahead of select Predators games, giving them a chance to win unique prizes.

What’s more, Predators fans should get used to seeing Bally’s branding as its logos and other marketing materials will be present rink-side and elsewhere at the team’s Bridgestone Arena home.

Adi Dhandhania, COO of Bally Interactive, the company’s digital division, commented: “The Nashville Predators occupy a special place in sports fans’ hearts across Tennessee and their Bridgestone Arena provides a unique and electric atmosphere.

“It will be a great venue in which to market our brand, especially when combined with Predators game broadcasts on Bally Sports South.”