Meruelo Gaming, an affiliate of the Sahara Las Vegas and Grand Sierra Resort in Nevada, has partnered National Hockey League (NHL) team the Arizona Coyotes in order to launch its new SaharaBets brand in Arizona.
The digital sports betting platform is scheduled to go live in the state on January 12, with consumers able to place bets on a wide range of sports events and competitions.
Ahead of the launch, Meruelo Gaming agreed a deal for SaharaBets to become the official sports betting partner of the Coyotes, enabling it to go live in Arizona.
Meruelo Gaming became the majority shareholder in the Coyotes in 2019.
“SaharaBets brings the excitement and reputation of the iconic Sahara Las Vegas to sports fans here in Arizona,” SaharaBets president Andrew Patterson said. “As the sports betting landscape continues to evolve in the Valley, SaharaBets looks forward to collaborating with the Coyotes organization to engage and interact with sports fans in fun and unique ways.”
Coyotes’ president and chief executive Xavier Gutierrez added: “The Coyotes are dedicated to providing innovative and entertaining experiences for our great fans. Our partnership with SaharaBets will offer next-level gaming experiences for fans who want to unleash their competitive spirit.”
SaharaBets is the latest operator to secure a sports betting partnership in order to launch in Arizona.
Rush Street Interactive’s BetRivers brand is partnered with Arena League Football team the Arizona Rattlers, FanDuel with National Baksetball Association (NBA) franchise the Phoenix Suns, Bally’s with Women’s National Basketball Association (WNBA) team Phoenix Mercury, and Caesars with Major League Baseball (MLB) outfit the Arizona Diamondbacks
BetMGM is working with Gila River Hotels & Casinos and National Football League (NFL) team the Arizona Cardinals, while DraftKings linked up with TPC Scottsdale PGA Tour golf venue, and Barstool Sportsbook and the Phoenix Raceway.