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The National Hockey League (NHL) has renewed its partnership with retail and online betting company Caesars Entertainment.

A multi-year extension will see Caesars continue as sports betting and gaming partner of the NHL, but with some added caveats covering online casino and fan engagement.

Regarding fan engagement, the agreement covers VIP experiences for members of the Caesars Rewards loyalty programme. Notably, the Caesars Sportsbook app will have continued access to NHL team logos and imagery and to League Alumni and the Stanley Cup.

Further marketing initiatives include the Caesars Sportsbook and rewards programme gaining visibility on broadcasts of the Stanley-Cup playoffs in some of the Las Vegas-based firm’s markets.

Jason Jazayeri, NHL Vice President, Business Development, remarked: “Since the inception of our partnership with Caesars, together we have focused on innovative ways to engage our passionate fanbase.

“We look forward to the next chapter of our relationship focused on delivering unparalleled access to our sport for NHL fans.”

In addition, Caesars Digital will access NHL intellectual property to promote its league-themed online casino games in the US. The property will also be used to promote the Caesars Palace Online Casino, launched by the firm in August last year.

Like other sports betting and gaming operators in the US, Caesars has been engaging in an extensive sports marketing strategy in the years since the repeal of PASPA back in 2018, which paved the way for the launch of betting markets across the country.

As well as the NHL, the operator has partnered with some of the US’ most high-profile sports teams, including the Buffalo Bills of the NFL, the Memphis Grizzlies of the NBA and the New York Mets of the MLS.

Eric Hession, President of Caesars Digital, said: “With the defending Stanley Cup Champions residing in our home city of Las Vegas, we have a front-row seat to the excitement and passion that the NHL provides.

“This partnership extension with the League continues our efforts to build on that fan passion by bringing unforgettable experiences to all of our valued customers across both sports betting and online casino.”

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