Bally’s and NHL Sign Sports Betting Partnership Deal

February 20, 2021

Bally’s Corporation announced Thursday a multi-year deal that will make it the National Hockey League (NHL) official sports betting partner. It is Bally’s first sports betting engagement with a professional sports league, but not the first for NHL.

The partnership allows Bally’s to use NHL marks and logos and the League’s official data on its sports betting products, according to the official news release. Besides, thanks to its partnership with Sinclair Broadcast Group, the gaming company will create content for NHL fans and integrate it into live NHL game coverage across its 19 regional sports networks.

While commenting on this partnership, Bally’s Corp president and CEO George Papanier said the company is excited to enter in a partnership with the NHL, which he said represents a crucial milestone in Bally’s strategy to become a leader in the digital sports betting and iGaming space. “With access to the League’s official logos and brands, together with our unique media partnership with Sinclair Group, we will continue on our path to transform how sports lovers engage with their favorite hockey teams.”

Somewhat similar views were expressed by NHL Chief Business Officer and Senior Executive Vice President Keith Wachtel, who said they are thrilled to become the first national sports league partner of Bally’s Corp. He said, “With its Sinclair Broadcast Group partnership… Bally’s is an ideal partner for the League to further engage its fans base on a national and local level.”

Bally’s Continues to Expand

Bally’s Corporation currently owns 11 casinos across seven US states, as well as a horse racetrack and 13 off-track betting licenses in Colorado. The Rhode Island company owns 13,260 slot machines, 2,941 hotel rooms, and 459 game tables. Soon, Bally’s will expand further to four more states, with four more casinos, as soon as the pending approval is required. The Rhode Island-based provider of land-based gaming and interactive entertainment company has been moving on various fronts, including daily fantasy sports and free-to-play games to strengthen its position in the ever-growing US interactive gaming market.

Bally’s digital sports betting and iGaming offering is powered by Bet.Works’ technology, which it acquired in November, along with the naming rights to the regional sports networks of Sinclair Group. Additionally, Bally’s technology is also complemented by its Monkey Knife Fight daily fantasy sports platform, which it acquired last month, and SportCaller’s free-to-play products. Monkey Knife Fight is believed to be the third-largest DFS platform after DraftKings and FanDuel.

Not NHL’s First Deal

Though Bally’s first, it is not the NHL’s first such engagement. On February 9, the League entered into an agreement with PointsBet, making the Australia-based company its official sports betting partner in exchange for equity in the online bookmaker. Under the deal, PointsBet is allowed to integrate into the League’s broadcasts on NBC Sports and its regional network, similar to the Bally’s deal.

The League’s Winter Series is scheduled this weekend in Lake Tahoe. The Vegan Golden Knights face the Colorado Avalanche on Saturday, and the Philadelphia Flyers compete with the Boston Bruins on Sunday. Both matches will be broadcast on NBC.