Florida Panthers
Credit: YES Market Media, Shutterstock

The NHL’s Florida Panthers has signed a multi-year deal with Hard Rock Digital, specifically with the company’s Hard Rock Bet sportsbook.

This marks the first sports betting partnership in the Panthers’ 31 year history. Partnerships of this type have become increasingly common in the US since nationwide growth of sports betting, on a state-by-state basis, was approved by the Supreme Court in 2018.

As a result of the deal, Hard Rock Bets and Florida Panthers will collaborate on fan engagement via both the sportsbook’s online platform and at the Arnerant Bank Arena, while the bookmaker will benefit from several marketing caveats.

“We are thrilled to enter into an exciting new partnership with Hard Rock Bet,” said Florida Panthers Chief Revenue Officer, Shawn Thornton

“Through this partnership, we will increase fan engagement and excitement around the game of hockey in South Florida and beyond by adding an entirely new element to the game.”

Marketing covered under the deal include on-site activations, digitally enhanced ash boards, marquee signet and digital branding, with additions planned from the 2024/25 season onwards.

Hard Rock Bet is managed by the Seminole Tribe of Florida, a tribal gaming operator, and is the only legal sportsbook in the entire state. The sportsbook made its market launch in November 2023, following this with a hard launch in December.

“We’re excited to join Panthers Territory and partner with the club to bring hockey fans closer to the action,” said Nick Menas, Hard Rock Digital’s Managing Director, Corporate Strategy. 

“With thousands of bets available on sports from around the world and live streaming of NHL games nightly on the Hard Rock Bet app, we’re thrilled to entertain hockey fans like no one else can.”

NHL teams – alongside NFL, MLB and NBA – have become popular marketing avenues for US sports betting operators. For example, Caesars Entertainment is a title partner of the league itself.

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