Bally’s set to become NHL sponsor in landmark agreement

Land-based gaming operator Bally’s Corporation is set to become the Official Betting Partner of the National Hockey League (NHL).

The partnership will enable Bally’s to use NHL marks and logos in addition to the use of the league’s official data across its expanding range of sports betting offerings.

Furthermore, Bally’s will create engaging hockey content for fans of the sport, which will be integrated into live NHL game coverage across 19 regional sports networks, made possible through its media partnership with the Sinclair Broadcast Group.

“We are thrilled to enter into this partnership with the NHL, which represents an important milestone in our strategy to become a leader in the online sports betting and iGaming space,” said George Papanier, President and Chief Executive Officer of Bally’s Corporation

“With access to the NHL’s official logos and brands, together with our first-of-its-kind media partnership with Sinclair, we will continue on our path to transform how fans engage with their favorite hockey teams.”

Keith Watchel, Chief Business Officer and Senior Executive Vice President of the NHL, added: “We’re thrilled to become the first national sports league partner of Bally’s Corporation.”

“With its Sinclair Broadcast Group partnership combined with a strong strategic vision for its portfolio of sports betting products, Bally’s is an ideal partner for the NHL to further engage our avid fan base on a national and local level.”

The deal marks the first time Bally’s has formed a partnership with a major professional sports league, making the deal a landmark moment in the expansion of the US sports betting industry and its relationship with sports sponsorships.

However, this is not the first time an American ice hockey franchise has formed a sponsorship agreement with a betting operator.

Earlier this month the league’s Detroit Red Wings named Australian firm PointsBet its official gaming partner, under the terms of an agreement heavily focused on fan engagement.

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