The William Hill US arm of bookmaker William Hill has agreed a new partnership with North America’s NHL ice hockey league.
Terms of the strategic partnership agreement were not disclosed, but it has been confirmed that William Hill will serve as an official sports betting partner of the NHL.
William Hill will receive promotional media in relevant NHL markets and also be able to leverage branding opportunities in connection with the league’s major events.
NHL commissioner Gary Bettman said the new deal further demonstrates the league’s “innovative yet practical approach” to the expanding, regulated sports betting market in the US.
The NHL has already agreed a partnership with MGM Resorts in the wake of last year’s Supreme Court ruling on PASPA, while a number of league franchises have secured gambling-related deals, including both the New Jersey Devils and Vegas Golden Knights with William Hill.
“We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape,” Bettman said.
“Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”
William Hill US CEO Joe Asher added: “Commissioner Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting.
“Combined with our existing partnerships with the Vegas Golden Knights and New Jersey Devils, we are extremely excited to continue to build our relationship with the NHL.”