A new agreement with PointsBet Holdings has been agreed by the National Hockey League (NHL) that ensures it secures an equity interest in the Australian sportsbook operator. In the next three years, PointsBet will issue 43,106 shares, worth around $556,000, to the NHL.
Multi-year strategic partnership
NHL Chief Business Officer and Senior Executive Vice President Keith Wachtel explained: “As the sports betting landscape evolves at a rapid pace, we continue to develop unique, strategic alliances within the sports gaming industry.
“Our partnership with PointsBet brings to life our collaboration with our valued media partners and we look forward to enhancing our fan engagement opportunities in concert with both PointsBet and NBC. We are proud to welcome PointsBet to the NHL family.”
Span of arrangement
Both the US and Australia span the arrangement between the two countries. PointsBet earns rights to use NHL marks and logos as part of the partnership, as well as a range of NHL sponsorship and promotional opportunities through various linear, digital, and social media assets for its brand.
Notably, the agreement also grants PointsBet the right to incorporate content across NHL media partners, including NBC Sports, NBC Sports Regional Networks, Altitude TV, and other possible future linear alignments, into live NHL game broadcasts.
For the 2020-21 NHL season, PointsBet, NBC Sports and the NHL have already begun to install such integrations, including the inclusion of PointsBet odds, statistics, and analysis to complement the pregame, in-game, and postgame broadcasts.
Captivating, nonstop action
Johnny Aitken, CEO of PointsBet USA said: “PointsBet is thrilled to become an official sports betting partner of the National Hockey League.
“The NHL’s on-ice product provides fans with captivating, nonstop action – it is a privilege to join forces with the NHL and its forward-thinking team, complementing that action with PointsBet’s sports betting product.
“We are excited to further elevate fan engagement via offering the most markets in the world for each NHL game, including our exclusive PointsBetting product, and enhance TV and digital integrations with mutual partners like NBC Sports.”