William Hill has announced that it’s United States operation has inked a new multi-year partnership alongside the National Hockey League.

Under the terms of the new agreement, William Hill US becomes the official sports betting partner of the NHL, following on from the league’s “landmark” deal made with MGM Resorts International last year.

In its official role alongside the NHL, the organisation is to receive promotional media in relevant NHL markets, and will leverage branding opportunities in connection with the league’s calendar of marquee events.

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

“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.”

Adding: “We appreciate the progressive and collaborative approach of the NHL and are encouraged by the early results.”

In a media release, it was detailed that betting on NHL games has increased 38 per cent during the current season.

Furthermore, 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.

Gary Bettman, NHL Commissioner, explained: “This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry.

“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.”

Keith Wachtel, chief revenue officer and executive vice president of the NHL, is to speak at the upcoming Betting on Sports America conference, in a panel titled ‘Sponsorship – the win:win revenue stream from sports betting regulation,’ taking place on Thursday 25 April at 10:20-11:00.

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