The National Hockey League has announced MGM Resorts as the competition’s first official sports wagering partner.
The deal will grant MGM access to the NHL’s intellectual property, game stats and other data, along with team logos and league branding for marketing purposes.
The move follows William Hill signing on as an official sponsor of both the New Jersey Devils and the Vegas Golden Knights.
The British bookmaker was also in the running for the NHL contract, but league commissioner Gary Bettman believes Vegas-based MGM is a perfect fit.
“The new sports betting landscape presents a unique opportunity for fan engagement utilising technology and data that are exclusive to our league,” he said.
“As a leading global gaming operator and entertainment company, MGM Resorts is the perfect partner for us to begin our transformative entry into this space.”
Sara Slane, the American Gaming Association’s Senior Vice President of Public Affairs, added that the involvement of sports betting companies would only improve the NHL as a brand.
“Sports betting agreements through contracts enhance the fan and consumer experience,” she said.
“The NHL’s announcement today further strengthens the bond between sports entities and gaming companies, who are each committed to preserving the integrity of the game.
“As legal sports betting expands, we are encouraged by the growing relationship between gaming companies and the major sports leagues.”
The NHL is just one of several US leagues to embrace the legalisation of sports betting, with the NBA, NFL and MLB also announcing they will enter into official partnerships with betting firms.
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