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The National Hockey League has expanded its reach in the sports betting sector with the signing of partnerships with fantasy sports platform FanDuel and online sportsbook titan BetMGM.
With these two deals, the two operators join the Ontario Lottery and Gaming Corporation (OLG) as the official gambling partners for the NHL.
Brand New Market
The partnership deal follows the opening of a brand-new market for online gambling in Ontario, which happened on April 4. The lead-up to this opening saw the granting of licenses by the OLG to over a dozen of the largest and most notable online gambling operators in North America.
The announcement of the partnership deals on Friday revealed further details about the exchange. The NHL grants BetMGM and FanDuel the privilege to use NHL branding on marketing materials related to their gambling and sports betting products and services in Canada and the US. The league will also provide exclusive content to the two operators to set them apart from the vast array of competitors in the space.
BetMGM and FanDuel, meanwhile, will work with the NHL to uphold responsible gambling practices and enforce their policies.
Greater Opportunities to Come
Keith Wachtel, chief business officer and senior vice president of the NHL, noted that BetMGM and Fanduel were the NHL’s first two sports betting partners in the United States, and she expressed her excitement at receiving the opportunity to expand those partnerships with Canadian online casinos.
Wachtel added: “Canada’s new sports betting landscape presents a tremendous opportunity to further fan engagement and continue our progressive approach with the sports gaming industry.”
BetMGM’s CEO Adam Greenblatt commended the league, noting that the partnership has allowed the league to reach many more hockey fans thanks to their expanded betting options. BetMGM's extension of its association with the league is in line with the company's recent expansion into the province of Ontario.
FanDuel CEO Amy Howe was similarly pleased with the opportunity to strengthen the operator's partnership with the National Hockey League. As a result of their collaboration, she claims, the NHL and FanDuel have been able to bring in genuine innovation in sports betting with projects such as the NHL Network Odds Ticker and bespoke NHL sports betting content for social media.
