Bally’s Corporation has entered its first betting partnership with a professional sports league, after unveiling a multi-year strategic collaboration with the National Hockey League.
The agreement sees the provider of land-based gaming and interactive entertainment designating as an ‘Official Sports Betting Partner’ of the NHL.
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 favourite hockey teams.”
Bally’s will be provided with the rights to use NHL marks and logos, as well as use of the League’s official data, across its expanding portfolio of sports betting products.
In addition, through its media partnership with Sinclair Broadcast Group, Bally’s will create content for NHL fans and integrate that into live game coverage spanning 19 regional sports networks.
“We’re thrilled to become the first national sports league partner of Bally’s Corporation,” added 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.”