The National Hockey League on Thursday announced they had signed a partnership deal with a third sportsbook and gaming operator.
Their newest partner is the international gambling giant William Hill. It joins MGM Resorts and the New Jersey-based FanDuel which signed partnership deals with the NHL last fall.
The NHL made the announcement shortly before its commissioner, Gary Bettman, spoke at an AGA gambling summit.
In the past, Bettman has been an anti-sports betting supporter and stout defender of PASPA law. For two decades the law had prohibited sports wagering in most US States outside of Nevada.
No more. Since the Supreme Court ruled PASPA unconstitutional in May last year, he has changed his mind. He has seen the beneficial side of legal sports betting, this notably in New Jersey. The Garden State was the first state post-PASPA to legalize sports betting. It already has 13 online sportsbooks with more coming.
Also, he is no longer a skeptic that ice hockey fans would enthusiastically embrace sports betting given the chance. A 38% increase in bets made on the sport in the 2018/2019 season has been instrumental in changing this perception
“You have to evolve, you have to get innovative”
“Once the Supreme Court ruled, you’ve got to get with the program,” Bettman said. “You have to evolve, you have to innovate and you have to be relevant.
“This new partnership is yet another example of the innovative yet practical approach our League is taking.
“We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape. Partnering with William Hill US, provides a tremendous opportunity to further fan engagement.”
Against this, Joe Asher, William Hill US CEO, said his company was “thrilled” by its link-up with the NHL.
“Commissioner Bettman and his team have been at the forefront of understanding the opportunities to engage fans through sports betting.
NHL “Extremely Excited” By New Partnership
“We are extremely excited to continue to build our relationship with them.”
Including Nevada, where it’s always been legal, eight states, led by New Jersey, have legalized sports betting. William Hill is active in six of them – and has plans for further expansion.
The NHL will get marketing revenue from William Hill, also a partner of the NHL’s New Jersey Devils and the Vegas Golden Knights. In return William Hill will be able to use NHL brands in their marketing. They will also have the right to bill-board advertising at various NHL match venues.
At this time, William Hill has not yet agreed to pay the NHL to get access to its proprietary data.
The NHL has been developing a system to track player and puck movement through microchips. These will be worn by the players and embedded in the pucks. Bettman expects the data produced will increase the excitement and intensity of live in-play betting.
Data which the League does not intend to sell to the sportsbook industry involves injuries to players
“Most of the injury data affects whether or not a player is going to play. Our guys probably play injured more than in any other sport, and we don’t see any reason to subject them to any further injury risk,” Bettman said.
“Let’s say we’re being transparent about not being transparent.”
