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Bally’s Announces Deal With NHL

Bally's NHL deal

Bally’s has inked their first Pro League sports betting deal with the NHL

As the NHL prepares for its Outdoors Series in Lake Tahoe this weekend, the league has announced a new agreement with a betting partner. It is the second such announcement in ten days. Bally’s Corp revealed they have struck a multi-year deal with the NHL on Thursday. As per the terms of the agreement, Bally’s will become an official sports betting partner of the league. This is the first sports betting partnership Bally’s has agreed to with a professional sports league.

The gaming company has been expanding on several fronts, most notably free-to-play games, and daily fantasy sports, in an effort to consolidate its position in the fast-growing U.S. interactive gaming market.

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This new deal with the NHL provides Bally’s with rights to use league logos, marks, and official NHL data on its sports betting products. Additionally, via a partnership with Sinclair Broadcast Group, Bally’s will create content for NHL fans and combine it with live NHL game coverage across its numerous regional sports networks.

George Papanier, president and chief executive of Bally’s Corp, said they are “thrilled” to enter this agreement with the NHL. He said it represents an “important milestone in our strategy” as the company aims to become a market leader in the online sports betting and iGaming industry. Papanier added that gaining access to official logos and data from the NHL, in addition to their partnership with Sinclair, will “continue on our path to transform how fans engage with their favorite hockey teams.”

Earlier this month, Australian bookmaker PointsBet secured a deal with the NHL. The betting operator became an official sports betting partner of the league in exchange for equity in PointsBet. It gives PointsBet the opportunity to integrate content into NHL broadcasts on NBC Sports in a similar way to the Bally’s deal.

The NHL’s Winter Series takes place this weekend in Tahoe. The Vegas Golden Knights take on the Colorado Avalanche on Saturday and the following day sees the Boston Bruins against the Philadelphia Flyers. The games begin at 3 p.m., and both are available on NBC.

NHL chief business officer Keith Wachtel was delighted to “become the first national sports league partner of Bally’s Corp.” Watchel mentioned Bally’s partnership with Sinclair Broadcast Group, in addition to a strong strategic vision, makes Bally’s “an ideal partner for the NHL to further engage our avid fan base.”

Bally’s Continues Expansion

Bally’s online iGaming and sports betting operations are powered by Bet.Works. In November, Bally’s Corp purchased the sports betting platform and acquired naming rights to all regional sports networks of Sinclair Broadcasting Group.

During the last month, the company also revealed it was purchasing the Monkey Knife Fight daily fantasy sports platform. Monkey Knife Fight is widely regarded as the third-largest daily fantasy company behind DraftKings and FanDuel.

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