William Hill US has confirmed the forming of a new strategic partnership agreement with the National Hockey League (NHL), naming the US sportsbook operator as an “Official Sports Betting Partner of the NHL.” 

“This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry,” said NHL Commissioner Gary Bettman. “We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape. Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”

“We are thrilled to become an official sports betting partner of the National Hockey League,” said Joe Asher, CEO of William Hill US. “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.”

Betting on NHL games has increased 38% during the 2018-19 season at William Hill’s Nevada Sports Books. Additionally, according to a recent Nielsen Sports report, NHL fans, when compared to fans of other sports leagues, are more likely to not only wager on their own sport, but also on all other major ‘Big 4’ sports leagues.

“We appreciate the progressive and collaborative approach of the NHL and are encouraged by the early results,” Asher said.

As an official sports betting partner of the NHL, William Hill will receive promotional media in relevant NHL markets and will leverage branding opportunities in connection with the League’s calendar of marquee events.

Burgeoning relationships between the major sporting leagues and the betting sector will be the focus of discussion in a dedicated panel at the forthcoming Betting on Sports America conference in New Jersey from April 23 to 25. Featuring representatives from MGM Resorts, the PGA Tour, Nielsen Sports, the NHL and KMI Gaming, the panel is titled ‘Sponsorship – the win:win revenue stream from sports betting regulation’.