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In a major announcement on Thursday, Bally’s Corporation laid out plans forming a multiyear strategic partnership designating Bally’s as an Official Sports Betting Partner of The National Hockey League. The landmark deal represents Bally’s first sports betting partnership with a professional sports league.
Under the partnership, Bally’s will receive rights to use NHL marks and logos along with using the NHL’s official data across a portfolio of sports wagering products. In addition, through its media partnership with the Sinclair Broadcast Group, Bally’s will be able to link content for NHL fans and integrate that content into live NHL game coverage across several regional sports networks.
Sinclair is a diversified media company and leading provider of local sports and news. They own and/or operate 21 regional sports network brands plus own, operate, and/or provides services to 188 television stations in 88 markets.
The immediate timeline to launch for Bally’s is uncertain but is expected to happen sometime later this year. Bally’s recently acquired Bet.Works in a deal for $125 million, in turn securing the rights to use NHL marks and logos along with the league’s official data.
Bally’s online sports betting and iGaming offering is powered by Bet.Works proprietary technology stack, which is complemented by its Monkey Knife Fight daily fantasy sports platform along with SportCaller’s free-to-play products.
In commenting about the groundbreaking deal George Pappanier, President and Chief Executive Officer of Bally’s Corporation 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.
Last month, rising sportsbook operator PointsBet announced a multi-year partnership with the Detroit Red Wings of the NHL. Renaming their bar at the Little Caesars Arena in Detroit the “PointsBet Sports Bar”.
The NHL has also partnered with the American Gaming Association to promote responsible sports gambling.
NHL Chief Business Officer and Senior Executive Vice President Keith Wachtel were excited about the new partnership with Bally’s commenting:
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.
As the NHL heads into the playoffs in mid-April it is likely both fans and US sports bettors will take notice of Bally’s presence and addition to their total hockey experience.
Larry Gibbs is both a seasoned journalist and a respected online gaming industry consultant. His wry commentary & sharp analysis have appeared in numerous top gaming and sports wagering publications. He has also served as Vice President of US Gaming Services, a marketing research organization with 15 years of experience in US online wagering. He has spoken at noted gaming industry conferences including G2E, GiGSE, and NCLGS.
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