NHL Adds Bally’s As Sports Betting Partner
February 19, 2021
Casino operator Bally’s Corporation has signed a multi-year deal to become an official sports betting partner of the NHL. Bally’s joins PointsBet, FanDuel, William Hill, and BetMGM as sportsbooks to have partnered with the NHL.
Bally’s will create content to be integrated into live coverage of NHL games on 19 regional sports networks as part of the deal. In November, Bally’s partnered with Sinclair Broadcast Group to acquire the naming rights to the 21 regional sports networks formerly owned by Fox Sports.
The NHL is the first sports league to form a sports betting partnership with Bally’s, which operates 11 U.S. casinos. Bally’s recent push into online gaming includes its acquisitions of daily fantasy site Monkey Knife Fight and sports betting software provider Bet.Works. Earlier this month, Bally’s also bought free-to-play game provider SportCaller.
“With its Sinclair Broadcast Group partnership combined with a strong strategic vision for its portfolio of sports betting products, Bally’s is an ideal partner for the NHL to further engage our avid fan base on a national and local level,” NHL chief business offer Keith Wachtel said in a statement.