Bally’s Corporation on Thursday said it has signed a multi-year strategic partnership agreement to be an official sports betting partner of the National Hockey League (NHL).
The two parties said Bally’s will have the rights to use NHL marks and logos, as well as use of the League’s official data across its portfolio of sports betting products.
In addition, through its media partnership with Sinclair Broadcast Group, Bally’s said it will create “engaging content” for NHL fans and integrate that content into live NHL game coverage on 19 regional sports networks.
This is the first sports betting partnership with a professional sports league for Bally’s.
Bally’s Corporation currently owns and manages 11 casinos in seven states, a horse racetrack and 13 authorized OTB licenses in Colorado. After completion of pending acquisitions, including Tropicana Evansville (Evansville, Indiana), Jumer's Casino & Hotel (Rock Island, Illinois), and MontBleu Resort Casino & Spa (Lake Tahoe, Nevada), as well as the construction of a land-based casino near the Nittany Mall in State College, Pennsylvania, the company will own and manage 15 casinos in 11 states.
George Papanier, president and CEO of Bally’s Corporation, said in a statement the company is “thrilled to enter into this partnership with the NHL,” which he described as “an important milestone” in the company’s strategy in the online sports betting and online gaming space.
“With access to the NHL’s official logos and brands, together with our media partnership with Sinclair, we will continue on our path to transform how fans engage with their favorite hockey teams,” Papanier said.
“We are 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.”
The NHL was founded in 1917 and currently consists of 31 teams. It will welcome its 32nd franchise, the Seattle Kraken, in the 2021-22 season.