Bally’s scores NHL sports betting partnership

Bally’s Corporation has inked a multi-year agreement to become an official sports betting partner of the National Hockey League (NHL).

Under the remit of the agreement, Bally’s will be afforded the rights to use NHL marks and logos, as well as the league’s official data across its sports betting products.

Additionally, via its existing media partnership with Sinclair Broadcast Group, Bally’s will create original content for NHL fans that will be integrated into coverage across 19 regional sports networks.

The partnership marks Bally’s first sports betting partnership with a professional sports league.

George Papanier, Bally’s CEO, said: “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,” he added.

Keith Wachtel, NHL chief business officer, added: “We’re thrilled to become the first national sports league partner of Bally’s Corporation. 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.”

In January, Bally’s secured the takeover of DFS platform Monkey Knife Fight before following it up with the acquisition of free-to-play provider SportCaller.