Back in October, the NHL announced its first-ever sports betting partnership with MGM Resorts International.

In November, it then partnered with Paddy Power Betfair-owned FanDuel.

The league will receive marketing revenue from William Hill US’ sportsbook and in return the operator will be allowed to use NHL advertising.

The full terms of the multi-year deal are yet to be disclosed.

William Hill US currently sponsors two NHL teams, the Vegas Golden Knights and New Jersey Devils.

NHL Commissioner Gary Bettman said: “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.”

William Hill continues to prioritise its US expansion amid struggles within the British retail sector. The operator recently asked landlords in Britain to reduce its rental costs for high-street betting shops.