NHL takes equity stake in PointsBet via new partnership

The National Hockey League (NHL) has formed a multi-year partnership with online betting operator PointsBet, covering the United States and Australia.

Under the terms of the agreement the NHL will receive an equity stake in PointsBet, taking around 43,000 shares in the firm which are valued at roughly $500,000, to be paid out over the next three years, according to a filing with the Australian Securities Exchange.

In exchange, PointsBet will be allowed to utilise the rights to the use of the NHL’s marks and logos. The company will also participate in a range of sponsorship and promotional opportunities across linear, digital and social media assets.

Keith Wachtel, NHL Chief Business Officer, explained: “As the sports betting landscape evolves at a rapid pace, we continue to develop unique, strategic alliances within the sports gaming industry.

“Our partnership with PointsBet brings to life our collaboration with our valued media partners and we look forward to enhancing our fan engagement opportunities in concert with both PointsBet and NBC.”

PointsBet joins the NHL’s growing portfolio of official betting partners that already includes MGM Resorts International, FanDuel and William Hill.

Furthermore, the operator will integrate content into live coverage of NHL games, including odds, data and exclusive insight pre-game, in-game and post-game, via the league’s broadcast partners: NBC Sports, NBC regional sports networks, and Altitude TV.

Last year, NBC Sports took a 4.9% stake in the betting company through a new five-year partnership, which could see some overlap in activations.

“The NHL’s on-ice product provides fans with captivating, nonstop action – it is a privilege to join forces with the NHL and its forward-thinking team, complementing that action with PointsBet’s sports betting product,” added Johnny Aitken, CEO of PointsBet USA.

“We are excited to further elevate fan engagement via offering the most markets in the world for each NHL game, including our exclusive PointsBetting product, and enhance TV and digital integrations with mutual partners like NBC Sports.”

In January, the NHL’s Detroit Red Wings penned a deal with PointsBet to become the official gaming partner of the franchise and its Little Caesars Arena home, as the betting company continues to expand its presence within the sport.

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