Leading online casino operator William Hill US has announced a partnership with the Vegas Golden Knights NHL ice hockey franchise. The team has become the first one from the major established leagues to seal a multi-year agreement with a sportsbook operator.
Under the contract, William Hill and the hockey team, which is now about to start its second NHL season in October after entering the league as an expansion franchise last year, will manipulate cross-promotional opportunities across various platforms.
The team’s T-Mobile Arena’s dasher board will have William Hill’s brand displayed on it, and the videoboard above the rink will have William Hill on show during breaks. The first chance to see this will occur this next Monday at the Knights’ pre-season collision with the Colorado Avalanche.
Both parties have declared that the contract is “multi-year”, but how long has not been revealed yet.
There has also been no confirmation about the financial value of the agreement. Knights president Kerry Bubolz, has however announced that “this partnership between a major professional team and a sports book operator is a historic, landmark agreement, and we are delighted to be leading the way with William Hill in this space.”
A few months ago Joseph Asher, CEO of William Hill US, had said that the firm was flooding with approaches from major US teams about sponsorship deals ever since the US Supreme Court had overturned the Professional and Amateur Sports Protection Act (PASPA) in May.
New Jersey Devils president Hugh Weber, has officially declared that in the NHL the team expects to generate commercial revenues of up to $5 million per year through gambling-related partnerships making a profit out of the state’s expanding sports betting market.
Weber has concluded by saying, “Being the only (NHL) team in New Jersey gives us a huge advantage. We see sports betting as additive to the experience for our fans. There’s a lot on the horizon.”
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