Bally’s Forms Multi-Year Strategic Alliance With NHL

A leading US provider of land-based gaming and digital entertainment, Bally’s Corporation has formed a multi-year strategic relationship with the National Hockey League (NHL), in which it will become the league’s official sports betting partner.

This deal represents the first sports betting agreement between Bally and a professional sports league and grants the company the rights to use NHL marks and logos, as well as the use of official data from the league through its expanding sports betting products range.

Important milestone

George Papanier, Bally’s Corporation’s President and CEO, stated: “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.”

Bally’s will build entertaining content for NHL fans through its media alliance with Sinclair Broadcast Group for incorporation of live NHL game coverage spanning 19 regional sports networks.

Bally’s first national sports league partner

NHL CBO and Senior Executive Vice President Keith Wachtel added: “We’re thrilled to become the first national sports league partner of Bally’s Corporation.

“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.”

The online sports betting and igaming offering of Bally, which is operated by the proprietary technology stack of Bet.Works, is complemented by its Monkey Knife Fight DFS platform and the leading F2P products of SportCaller.