Bally's partners with the NHL

  • The deal marks Bally’s first sports betting deal with a major professional sports league.
  • Bally’s will now have access to NHL trademarks as well as data.
  • NHL betting content will be included in live games where Bally’s has market access and the state has legal sports betting.

NEW YORK – Bally’s sprint into the U.S. legal sports betting industry has continued with a partnership with the NHL.

According to the company’s press release, Bally’s will now have the rights to use NHL trademarks and logos as well as the league’s official data.

Bally’s will even be able to incorporate live NHL betting content through the 19 regional sports networks that they have access to through a deal they previously made with FOX Sports.

“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,” said George Papanier, President and Chief Executive Officer of Bally’s Corporation. “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.”

Bally’s aggressive push into the legal sports betting industry began with their acquisition of Bet.Works to power the upcoming launch of their online sportsbook Bally Bets. The deals since then have been moves to push people to use the future platform.

However, the NHL has also been aggressive to obtain viewership from sports bettors. It’s most recent deal includes that with PointsBet in which it now has an equity stake in. Their partnership with Bally’s pushes them further towards their goals.

“We’re thrilled to become the first national sports league partner of Bally’s Corporation,” said 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.”

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