Bally’s Corporation just becomes the Official Sports Betting Partner of the National Hockey League (NHL) after the two groups reached a multi-year deal this week.

Details of the Bally-NHL Deal

For the first ever, the land-based casino entered into a betting partnership with a professional sports league.

With the deal, Bally Corporation is poised to benefit apart from the title as the Official Sports Betting Partner of the NHL.

George Papanier, president and chief executive officer of Bally’s Corporation, spoke of the newly-formed partnership with the casino and the premier Hockey League in the world. He cited several advantages of linking up with a North American sports pro league.

“We are thrilled to enter into this partnership with the NHL, which represents an important milestone in our strategy to become a leader in the online sports betting and igaming space. With access to the NHL’s official logos and brands, together with our first-of-its-kind media partnership with Sinclair, we will continue on our path to transform how fans engage with their favourite hockey teams,” Papanier said in the press release.

As the executive mentioned, the casino group will gain rights to use NHL marks and logos. The deal also grants the company access to NHL’s official data, across its expanding portfolio of sports betting products.

The role of Sinclair Broadcast Group

Bally’s media partnership Sinclair Broadcast Group would also enable to create content for NHL fans and integrate that into live game coverage spanning 19 regional sports networks.

Keith Wachtel, NHL chief business officer and senior executive vice president, warmly welcomed Bally’s Corporation as their new partner, as well as specifying the role of Sinclair Broadcast Group in the project.

“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,” Wachtel said in the press release.