T
he National Hockey League (NHL) has announced a partnership with land-based gaming operator, Bally’s Corporation, set to become the official betting partner of the league.

As part of the deal, Bally’s will expand its range of sports betting offerings will the use of the NHL’s official data and NHL marks and logos, while creating original hockey content for NHL fans.

The new content created by Bally’s will be integrated into live NHL coverage across 19 regional US sports networks.

Bally’s Corporation president and CEO, George Papanier, said the deal marks the first time Bally’s has partnered with a major professional sports league.

“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,” Papanier said.

“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 favourite hockey teams,” he said.

NHL chief business officer and senior executive vice president, Keith Watchel, said Bally’s media partnership with Sinclair Broadcast Group adds an extra layer of value to the partnership.

“We’re thrilled to become the first national sports league partner of Bally’s Corporation,” Watchel said.

“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,” he said.