The NHL is going all in on sports gambling.
Commissioner Gary Bettman on Monday announced a multi-year deal with MGM Resorts as he named the entertainment company the league’s first official sports betting partner.
“The new sports betting landscape presents a unique opportunity for fan engagement utilizing technology and data that are exclusive to our League,” Bettman said in a release.
“As a leading global gaming operator and entertainment company, MGM Resorts is the perfect partner for us to begin our transformative entry into this space. Fan engagement, technological advancement and innovation are paramount to our progressive approach and will be at the forefront of everything we do.”
While the NHL won’t receive a portion of gambling profits, the agreement will give MGM access to proprietary league data that could eventually include puck and player tracking information in order to provide customers with specialized game insights in addition to other special gambling opportunities.
“We couldn’t be more excited to enter into this historic partnership with the NHL. The League is home to some of the most exciting action in sports, and we are thrilled to join with them to create new immersive and exhilarating experiences for hockey fans,” MGM Resorts chairman and CEO Jim Murren said.
“Combining MGM Resorts’ world-class sports betting operations and technology with the NHL’s top-level competition, iconic brands and cutting-edge data will further transform the rapidly growing sports betting marketplace and solidify our position at the forefront of the industry.”
Las Vegas-based sportsbook William Hill US signed a sponsorship deal with the Devils last week after partnering with the Golden Knights last month.
The Golden Knights announced a historic multiyear partnership with William Hill US in September, the first of its kind between a major North American sports franchise and a U.S.-based sportsbook.