When you sign-up through links on our site, we may earn an affiliate commission. Learn more >
The fine line between US sports leagues and sportsbook operators became remarkably finer this week as the National Hockey League secured a small equity stake in PointsBet as part of a broader partnership with the Australian sports betting operator.
The stunning agreement covers both the US and Australia and allows PointsBet the right to use NHL marks and logos, as well as a variety of sponsorship and commercial opportunities across its linear, digital, and social media assets, according to PointBet officials.
Also, as part of the deal, PointsBet will be allowed to integrate content into live NHL game broadcasts across NHL media partners, including NBC Sports, Altitude TV, and other potential future alignments.
Integrations for the deal have already begun as PointsBet, NBC Sports and the NHL have been working together installing features including incorporating PointsBet odds, data, and insight to run in tandem with pre-game, in-game, and post-game broadcasts for this season.
Keith Wachtel, NHL Chief Business Officer, and Senior Executive Vice President commented on the new partnership:
As the sports betting landscape evolves at a rapid pace, we continue to develop unique, strategic alliances within the sports gaming industry. Our partnership with PointsBet brings to life our collaboration with our valued media partners and we look forward to enhancing our fan engagement opportunities in concert with both PointsBet and NBC. We are proud to welcome PointsBet to the NHL family.
This groundbreaking arrangement furthers existing ties the NHL and PointsBet has with NBC Sports. The league is in the final season of a 10-year, $2 billion dollar contract originally signed in April 2011. NBC signed a five-year deal to acquire a 4.9% share in PointsBet for $500 million in 2020.
Johnny Aitken, CEO of PointsBet USA was quite excited regarding the agreement and said:
PointsBet is thrilled to become an official sports betting partner of the National Hockey League. The NHL’s on-ice product provides fans with captivating, nonstop action — it is a privilege to join forces with the NHL and its forward-thinking team, complementing that action with PointsBet’s sports betting product, the fastest sports betting app in market. We are excited to further elevate fan engagement via offering the most markets in the world for each NHL game, including our exclusive PointsBet product, and enhance TV and digital integrations with mutual partners like NBC Sports.
PointsBet has agreed to issue the NHL 43,106 fully paid ordinary shares, representing $500,000 based on the 20-day trading volume-weighted average price of shares immediately prior to February 5, 2021.
The shares will remain in a holding lock and will be released in equal proportions after 12, 24, and 36 months.
Results published in January 2021 showed that PointsBet saw turnover and revenue for the first half of the 2020-21 fiscal year grow rapidly, however, high spending and investment saw its net loss continue to widen. After high levels of spending, however, the operator posted a net loss of $48.8m, up 51.1% from the previous year.
The deal follows an aggressive trend within the NHL for PointsBet. They reached an agreement last month to be the official sports betting partner of the Detroit Red Wings, just before mobile wagering launched in Michigan. PointsBet also maintains partnering agreements with three other NHL teams including the Chicago Blackhawks, Washington Capitals, and Philadelphia Flyers.
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.
Email: [email protected]
© Rebel Penguin ApS 2023 (a subsidiary of Gaming Innovation Group Inc.)
We support responsible gambling. 21+ Only. Gambling problem? Call 1-800-Gambler.
WSN.com is run by iGaming Cloud Inc (a Gaming Innovation Group Subsidiary) and is registered with the New Jersey Division of Gaming Enforcement (DGE) under affiliate vendor ID 89744, with the Indiana Gaming Commission (IGC) under certificate of registration number SWR-000148, approved by the Pennsylvania Gaming Control Board as a gaming service provider, under certificate registration number 117656-1, possesses a Vendor Minor sports betting license from the Colorado Limited Gaming Control Commission (account number 94414163), granted a vendor registration number VR007603-20-001 by the Michigan Gaming Control Board, an interim Sports Wagering Supplier license, under license number SWS 066, issued by the West Virginia Lottery Commission, a sports betting vendor registration, under registration number #100400, issued by the Director of Gaming Licensing and Investigations of the Virginia Lottery to operate in the State of Virginia, and a Vendor Registration issued by the Sports Wagering Committee of the Tennessee Education Lottery Corporation.
Advertising disclosure: WSN contains links to online retailers on its website. When people click on our affiliate links and make purchases, WSN earns a commission from our partners, including ESPN and various sportsbooks.