British online sportsbook operator, William Hill, has announced that its American subsidiary has inked a strategic agreement that is to see it serve as an official sportsbetting partner for the National Hockey League (NHL).

Increased exposure:

The London-listed firm used a brief Thursday press release to detail that the alliance is to see its US subordinate receive a wide range of unique branding opportunities in applicable ice hockey markets as well as exposure via the 31-team league’s regular season and marquee games.

Optimistic outlook:

William Hill declared that its sportsbooks in the state of Nevada have experienced a 38% increase year-on-year in wagering on NHL games this season. Its press release additionally cited a recent report from Nielsen Sports that had determined North American ice hockey devotees were more likely than fans of any other sport to wager on the outcome of their own competitions as well as games from the National Football League (NFL), the National Basketball Association (NBA) and Major League Baseball (MLB).

Cultivating connections:

Joe Asher, Chief Executive Officer for Hill US, proclaimed that he was ‘thrilled’ to have become an official sportsbetting partner for the world’s premier professional ice hockey league and now intends to use ‘existing partnerships’ with the New Jersey Devils and Vegas Golden Knights franchises ‘to continue to build our relationship with the NHL.’

Asher’s statement read…

“Commissioner Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sportsbetting. We appreciate the progressive and collaborative approach of the NHL and are encouraged by the early results.”

Post-PASPA possibilities:

The new agreement follows the invalidation by the United States Supreme Court in May of the Professional and Amateur Sports Protection Act (PASPA), which was a piece of legislation that had largely limited legal sportsbetting to the state of Nevada. The deal comes after November saw FanDuel Incorporated become the official daily fantasy sports provider for the New Jersey Devils and begin offering competitors a range of NHL-themed promotions.

Pragmatic path:

For his part, NHL Commissioner Gary, Bettman described, the US alliance as ‘yet another example of the innovative yet practical approach’ his organization is taking towards ‘the emerging sports gaming industry’. He furthermore by stated that the league intends to continue working ‘directly with stakeholders’ so as to nurture other such bonds ‘across the sportsbetting landscape.’

Bettman said…

“Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”