Bally’s Corp., a leading U.S. provider of land-based gaming and interactive entertainment, has announced a multiyear partnership with the National Hockey League that made Bally’s an Official Sports Betting Partner of the NHL. This deal represents Bally’s first sports betting partnership with a professional sports league.
The partnership provides Bally’s with rights to use NHL marks and logos as well as use of the League’s official data across its expanding portfolio of sports betting products. In addition, through its media partnership with Sinclair Broadcast Group, Bally’s will create engaging content for NHL fans and integrate that content into live NHL game coverage spanning 19 regional sports networks.
George Papanier, president and CEO of Bally’s Corp., commented, “We are thrilled to enter into this partnership with the NHL, which represents an important milestone in our strategy to become a leader in the online sports betting and iGaming space. With access to the NHL’s official logos and brands, together with our first-of-its-kind media partnership with Sinclair, we will continue on our path to transform how fans engage with their favorite hockey teams.”
“We’re thrilled to become the first national sports league partner of Bally’s Corp.,” said Keith Wachtel, NHL chief business officer and senior executive vice president. “With its Sinclair Broadcast Group partnership combined with a strong strategic vision for its portfolio of sports betting products, Bally’s is an ideal partner for the NHL to further engage our avid fan base on a national and local level.”
Bally’s online sports betting and iGaming offering, which is powered by Bet.Works’ proprietary technology stack, is complemented by its Monkey Knife Fight daily fantasy sports platform and SportCaller’s leading free-to-play products. The deal is the first sports betting partnership for Bally’s with a professional sports league.
Bally’s CEO George Papanier said the agreement “represents an important milestone in our strategy to become a leader in the online sports betting and iGaming space.”
Sinclair’s regional networks provide sports broadcasts for almost a dozen NHL teams, including the last two Stanley Cup Champions, the Tampa Bay Lightning and the St. Louis Blues. Bally’s currently operates 11 casinos in seven states and has acquisitions pending that will add four more casinos in three new states, per CDC Gaming Reports.
