William Hill and NHL Ink a New Partnership Deal

Publish: 07.04.2019

The renowned British sportsbook operator William Hill has announced the signing of an important new deal which will further strengthen the company’s position in the United States.

Thanks to this deal, William Hill will become the official sports betting partner for one of the biggest professional ice hockey leagues in the world, and one of the major professional sports leagues in the United States and Canada – the National Hockey League (NHL).

According to a press statement made by the British giant, its new partnership NHL will result in a wide range of branding opportunities, including the exposure of the famous brand through league’s 31 teams during the regular season.

Expanding Its Presence in the States

William Hill is very optimistic about the impact this partnership will have on its operations. The bookmaker said earlier that its sportsbooks in Nevada had recorded an annual rise of 38% in betting on NHL games.

The announcement also cited a recent Nielsen Sports’ report, which had claimed that ice hockey fans were more likely to bet on their own teams, and ice hockey competitions as well, but also on other professional sports leagues in the U.S., such as National Football League (NFL), the National Basketball Association (NBA) and Major League Baseball (MLB).

Commenting on this important agreement, William Hill U.S. Chief Executive Officer Joe Asher said the bookmaker was thrilled to become an official sports betting partner of the National Hockey League.

He also said that NHL Commissioner Gary Bettman and his team at the NHL had been at the forefront of understanding the opportunities to engage fans through sports betting, and stated William Hill appreciated the progressive and collaborative approach of the NHL and were encouraged by the early results.

The new agreement couldn’t have been possible if the United States Supreme Court hadn’t overturned the controversial Professional and Amateur Sports Protection Act (PASPA) back in May. This piece of legislation, adopted more than 25 years ago, effectively imposed a federal ban on sports betting, limiting this activity mainly to Nevada.

An Important Move for the NHL as Well

Back in November last year, FanDuel signed a similar deal with the New Jersey Devils, becoming the official daily fantasy sports provider of this NHL team, offering a wide range of NHL-themed promotions and offers. The same deal was signed with the Las Vegas Golden Knights as well.

Speaking about this deal, NHL Commissioner Gary Bettman stated its goal was to bring more fans and keep the league marketable.

He described this alliance as another example of the innovative yet practical approach the National Hockey League was taking towards the emerging sports gaming industry.

Bettman asserted that partnering with William Hill U.S, a leading company in both the sportsbook and mobile betting marketplace, would provide a tremendous opportunity to further fan engagement.

According to him, the league will continue working with stakeholders in order to nurture other such bonds ‘across the sports betting landscape.

William Hill is hoping to successfully expand in the U.S. and online after it reported a loss of around $920 million in 2018 after the U.K. government cut the maximum wager on betting terminals.

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