Interactive

US – Bally’s pens first professional sports league partnership with NHL

By Lewis - 19 February 2021

Bally’s Corporation and the National Hockey League (NHL) has announced the formation of a multiyear strategic partnership designating Bally’s as an Official Sports Betting Partner of the NHL. The deal represents Bally’s first sports betting partnership with a professional sports league.

The partnership provides Bally’s with rights to use NHL marks and logos as well as use of the League’s official data across its portfolio of sports betting products.

In addition, through its media partnership with Sinclair Broadcast Group, Bally’s will create engaging content for NHL fans and integrate that content into live NHL game coverage spanning 19 regional sports networks.

George Papanier, President and Chief Executive Officer of Bally’s Corporation, commented: “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.”

“We’re thrilled to become the first national sports league partner of Bally’s Corporation,” said Keith Wachtel, NHL 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.”