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NHL adds William Hill as sports betting partner

UK bookmaker William Hill has enhanced its presence in North American ice hockey by signing a strategic partnership agreement with the National Hockey League.

Under the multi-year deal, William Hill US becomes an Official Sports Betting Partner of the NHL. William Hill will receive promotional media in relevant NHL markets and will leverage branding opportunities in connection with the league’s calendar of marquee events.

The league already holds similar partnerships with MGM Resorts International and FanDuel. Commissioner Gary Bettman said: “This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry.

“We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape. Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”

William Hill said betting on NHL games via its Nevada sports books has increased by 38 per cent during the 2018-19 season. Additionally, according to a recent Nielsen Sports report, NHL fans, when compared to fans of other sports leagues, are more likely to not only wager on their own sport, but also on all other major ‘Big 4’ sports leagues.

“We appreciate the progressive and collaborative approach of the NHL and are encouraged by the early results,” Joe Asher, chief executive of William Hill US, said.

“Commissioner Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting. Combined with our existing partnerships with the Vegas Golden Knights and New Jersey Devils, we are extremely excited to continue to build our relationship with the NHL.”

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