UK bookmaker selected as the official sports betting partner of the NHL
William Hill, the renowned UK bookmaker, is celebrating more worldwide success after being selected as the official betting partner of the National Hockey League (NHL), which is based in the US and Canada.
The bookie announced a deal that will see the US division of William Hill Plc affiliate with the NHL to become the official sports betting partner for one of the biggest and most popular sports across North America.
The NHL will receive marketing revenue from the William Hill sportsbook, which in turn means they can use NHL brands in their advertising. This type of commercial deal between sports leagues and bookmakers has quickly become common place in the US, since the Supreme Court ruled in May 2018 that it would now allow states to legalise, regulate and tax sports betting.
This was a move that many feel has been long overdue, especially as evidence released by the American Gaming Association revealed that up to $150bn a year was being wagered illegally on sports in the US before the ban was lifted.
So far, seven states have taken the Supreme Court’s offer up and now allow legal sports betting to take place. The states include New Jersey and Delaware, which were the first to legalise it in June 2018, followed by Mississippi, West Virginia, New Mexico, Pennsylvania, Rhode Island. Nevada was never subject to the federal ban and has sanctioned sports betting for years.
William Hill already had an established presence in Nevada, but they are now looking to expand their brand across America. They have also agreed a $50m equity deal with casino operator Eldorado, and they now have partnership deals in place with two NHL teams, the Vegas Golden Knights and New Jersey Devils.
NHL Commissioner Gary Bettman said in a statement. “Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”
In November 2018, the NHL also announced a sports betting partnership with FanDuel Group, a unit of Paddy Power Betfair Plc, which emphasises the growing collaboration being seen between American sport and UK bookmakers.