Over the last few years, the landscape of US betting has significantly changed. It all started in 2018 when the Supreme Court declared the Professional and Amateur Sports Protection Act (PASPA) unconstitutional, and now 38 states, plus Washington DC, have legalized sports betting.
This has opened avenues for investments and partnerships between betting firms, teams, and various leagues, with the National Hockey League (NHL) being the first.
A Growing Fan Base for NHL Betting
As sports betting continues to expand across states, many local and international sportsbooks have entered the US market. These bookies have increasingly advertised their services and offered premium services to stay ahead of the competition.
All these have attracted lots of dedicated sports fans as well as casual ones who simply want to enjoy the thrill of sports betting. They can now easily place wagers using their mobile phones via the browser or a sportsbook’s app.
NHL fans can also enjoy a wide range of betting options, including moneyline bets, puck lines, and in-game prop bets. The fast-paced nature of the competition, combined with the wide coverage across the country, has helped make the sport a favorite among betting fans.
In line with that, the league has partnered with sportsbooks to engage this growing demographic and benefit from the big money in sports betting.
Strategic Partnerships with Sportsbooks
The NHL gaming partnerships bring money into the league, while sportsbooks and fans enjoy enhanced experiences, customized promotions, and exclusive access.
BetMGM & FanDuel
BetMGM and FanDuel were the first first-ever North American sports betting partners of the NHL. The league announced in April 2022 that it had made deals with both companies to also enter the Canadian market, just after Ontario legalized online sports betting. The initial deals were signed back in 2018.
The renewal allows the two brands to enjoy specialized VIP fan experiences, utilize NHL imagery apps and adverts, and be featured during nationally televised broadcasts. BetMGM can also design team and league-branded casino games, and fans can enjoy exclusive NHL promotions (check out this page).
During the renewal, the brand’s chief executive, Adam Greenblatt, noted, “Our partnership extension with the NHL enables us to enhance the BetMGM product and offer fans unforgettable entertainment built around the game they love.”
Caesars
One of the most recognizable gaming brands, Caesars Entertainment, has also partnered with the NHL. The company recently signed a multi-year partnership extension for the US market, incorporating both sports and iGaming in the deal.
The 2024 renewal now gives Caesars access to league-owned intellectual property, which allows them to build and promote an NHL-branded iCasino game. The Caesars Sportsbook app also heavily features NHL IP.
President of Caesars Digital, Eric Hession, noted: “This partnership extension with the League continues our efforts to build on that fan passion by bringing unforgettable experiences to all of our valued customers across both sports betting and online casino.”
DraftKings
In October 2021, DraftKings also announced that they’d become an Official Sports Betting, Daily Fantasy Sports and iGaming Partner of the league in the United States. The deal was a bit unique as the sportsbook also reached an agreement with Turner Sports, including Bleacher Report, to be the exclusive sportsbook and daily fantasy sports provider for their NHL coverage.
“The NHL has some of the most passionate fans in all of sports and we are delighted to be working with the league once again, while developing a rich and engaging viewership and content experience that matches this fanbases’ enthusiasm through our deal with Turner,” said Jason Robins, CEO, chairman and co-founder, DraftKings.
Sponsorship Deals Fueling the NHL’s Betting Ecosystem
The partnerships between sportsbooks and the NHL go beyond the direct ones. Betting companies have partnered with several individual teams to increase visibility and better integrate the sport with the betting ecosystem.
A good example here is Caesars Sportsbook, which has partnered with several NHL teams to provide exclusive in-stadium experiences and promotions that extend the reach of betting to game-day attendees. These have also helped integrate live betting both online and at the arenas, allowing fans to watch the game and place bets in real time.
These partnerships help improve the financial well-being of the league while also improving the experiences of sports and betting fans.
