Marketing

FanDuel becomes NHL’s second official betting partner

Paddy Power Betfair-owned operator follows MGM with ice-hockey sports betting partnership

FanDuel has announced a multi-year deal with the NHL that will see the operator become the exclusive daily fantasy partner and an official sports betting partner of the hockey league.

The operator said the betting deal would help it appeal to customers in a variety of ways, including use of “official category designations”.

Under the DFS part of the deal, FanDuel will offer customers access to exclusive NHL content and special prizing such as VIP experiences to NHL events like the NHL Winter Classic and the All-Star Game.

The deal comes just one week after the NHL became an official betting partner of MGM.

“Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow,” said Matt King, CEO of FanDuel Group.

“The League’s clear vision for these categories and this partnership marks an exciting time for both organizations.”

NHL Commissioner Gary Bettman added: “Teaming up with FanDuel furthers our strategy of aligning with leading brands that share our vision of using new platforms and technology to drive innovation and engage and excite hockey fans.

“Our approach to sports betting is to continue to be progressive as we work directly with the industry and focus on innovative opportunities for fan engagement.”

FanDuel also announced a separate agreement with the New Jersey Devils, where the operator will receive brand exposure during all Devils’ regular-season home games via a prominent, in-ice logo.

“We will continue to be at the forefront of the action for hockey fans, whether they’re watching sports from a seat in the arena or at home on TV,” said Kip Levin, COO of FanDuel Group. “Our partnership with the New Jersey Devils allows us to be on the ice during the action and in-game messaging is the perfect way to reach hockey fans during the games.”

The deal is FanDuel’s first sports betting agreement with an NHL team.

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