The National Hockey League (NHL) has announced William Hill US division as one of the official sports betting partners. Following the footsteps of Paddy Power – Betfair group (FanDuel) that signed a sponsorship deal in November 2108, William Hill has taken a courageous step and signed a contract with NHL for sponsorship.
Why courageous step?
William Hill continues to push the US expansion amid financial struggles within the British retail sector, where costs of the business has skyrocketed and FOBT regulations has slashed the income by more than 50%.
Following the struggle, the operator recently asked landlords in Britain to Reduce Rental Costs for high-street betting shops.
However, on the other side of the Atlantic, William Hill sports division wants to secure their prime spot at very lucrative and potentially huge marketplace.
Following the closure of the deal, NHL will receive marketing revenue from WH’s US sportsbook and in return the operator will be allowed to use different NHL platforms for advertising.
William Hill US currently sponsors two NHL teams, the Vegas Golden Knights and New Jersey Devils.
NHL Commissioner Gary Bettman said: “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 for further fan engagement”.
William Hill US CEO Joe Asher added: “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”.
Betting on NHL games has increased by almost 40% during the 2018-19 season at William Hill’s Nevada Sportsbook, so this deal seems like a right move for WH.