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Bally’s signs up first sports league partner through NHL deal


Bally’s Corporation has become an official sports betting partner of the National Hockey League (NHL) in what is a first agreement with a major league for the US gaming group.

As part of a multiyear strategic partnership, Bally’s has secured the rights to use NHL marks and logos as well as use of the ice hockey competition’s official data across its portfolio of sports betting products.

In addition, through its media partnership with Sinclair Broadcast Group – which will see Fox Sports rebrand to Bally Sports – the gaming operator will create content for NHL fans that will be integrated into live NHL game coverage spanning 19 regional sports networks.

The NHL deal is the latest development at Bally’s in a busy few months in which major acquisitions and integrations have accelerated its status in the US B2C and B2B sports betting markets through its Bally’s Casinos and Bally’s Interactive divisions.

George Papanier, Bally’s president and chief executive, said: “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.

“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 favourite hockey teams.”

Bally’s spent $125m in acquiring tech supplier Bet.Works last November, and has bought the Monkey Knife Fight daily fantasy sports platform and free-to-play products supplier SportCaller’s in the three months since. In November, it also agreed its partnership with Sinclair, which has an extensive portfolio of local broadcast stations and live regional sports networks.

Following the completion of pending acquisitions, Bally’s will own and operate 15 casinos across 11 states.

“We’re thrilled to become the first national sports league partner of Bally’s Corporation,” said Keith Wachtel, NHL’s chief business officer and senior executive vice president.

“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.”

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