Bally’s Inks First Sports Betting Partnership, Links Up With National Hockey League

Like other similar deals with the National Hockey League, Bally's can use logos and marks and have access to betting data.
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Bally’s Corp., formerly Twin River Worldwide Holdings, and the National Hockey League on Thursday announced the formation of a “multi-year strategic partnership” designating Bally’s as an official sports betting partner of the NHL.

Terms of the non-exclusive deal were not disclosed.

The NHL has similar deals with other sports betting firms, including FanDuel, PointsBet, BetMGM, and William Hill. The NHL received an equity stake in PointsBet as part of that deal.

For Bally’s, the deal is its first sports betting partnership with a professional sports league. Under the arrangement, Bally’s can use NHL marks and logos and it gains use of the league’s official data for the purposes of sports betting.

Through its media partnership with Sinclair Broadcast Group, Bally’s will also create hockey content to integrate into live NHL game coverage spanning 19 regional sports networks.

“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,” George Papanier, president and CEO at Bally’s, said in a statement. “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.”

NHL Chief Business Officer and Senior Executive Vice President Keith Wachtel characterized Bally’s as having a “strong strategic vision for its portfolio of sports betting products.” Bally’s online gambling products are powered by Bet.Works, which it acquired in November.

The casino company currently owns and manages 11 casinos across seven states, including New Jersey, as well as a horse racetrack and 13 authorized OTB licenses in Colorado.

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