Bally’s Corporation forms multi-year strategic partnership with NHL

Bally's Corporation has formed a multi-year strategic partnership with the NHL becoming the official sports betting partner of the league.
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Bally’s Corporation, a leading US provider of land-based gaming and interactive entertainment, has formed a multi-year strategic partnership with the National Hockey League (NHL), under the terms of which it becomes the official sports betting partner of the league.

This deal marks Bally’s first sports betting partnership with a professional sports league and provides the firm with the rights to use NHL marks and logos, as well as the use of the league’s official data across its expanding portfolio of sports betting products.

George Papanier, President and CEO of Bally’s Corporation, 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 favorite hockey teams.”

Through its media partnership with Sinclair Broadcast Group, Bally’s will create engaging content for NHL fans for integration into live NHL game coverage spanning 19 regional sports networks.

Keith Wachtel, NHL CBO and Senior Executive Vice President, added: “We’re thrilled to become the first national sports league partner of Bally’s Corporation.

“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.”

Bally’s online sports betting and igaming offering, which is powered by Bet.Works’ proprietary technology stack, is complemented by its Monkey Knife Fight daily fantasy sports platform and SportCaller’s leading free-to-play products.