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William Hill Becomes Official Sports Betting Partner Of NHL

William Hill Joins MGM Resorts As Sports Betting Partners Of The League


The National Hockey League announced last week that the league has entered into a multi-year partnership with William Hill, making the sports book an official sports betting partner.

The deal will allow William Hill to use NHL brands and promotional media in their sportsbook, while the NHL will generate marketing revenue from William Hill.

“This new partnership is yet another example of the innovative yet practical approach our league is taking with the emerging sports gaming industry,” said NHL Commissioner Gary Bettman in a press release. “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 becomes the second sports betting partner of the NHL after MGM partnered with the league last October. The operator already had partnerships in place with the two teams in the biggest sports betting markets in the country.

“Combined with our existing partnerships with the Vegas Golden Knights and New Jersey Devils, we are extremely excited to continue to build our relationship with the NHL,” said Joe Asher, CEO of William Hill US in a statement.

According to an American Gaming Association report from last fall, the NHL stands to increase their revenue by $216 million annually thanks to legal sports betting. Thanks in part to the early success of the Golden Knights, betting on NHL games has increased by 38 percent in Nevada sportsbooks this season.

The NHL also noted in its press release that a Nielsen Sports report indicated that NHL fans were more likely than fans of other sports to wager on all four of the major sports leagues.

Despite the increase in popularity, the NHL is still fourth of the four major leagues in both sports betting handle and television ratings.