Marketing

Bally’s signs up first sports league partner through NHL deal

1 minute read
Bally’s Corporation has become an official sports betting partner of the National Hockey League (NHL) in what is a first agreement with a major league for the US gaming group.

As part of a multiyear strategic partnership, Bally’s has secured the rights to use NHL marks and logos as well as use of the ice hockey competition’s official data across its portfolio of sports betting products.

In addition, through its media partnership with Sinclair Broadcast Group – which will see Fox Sports rebrand to Bally Sports – the gaming operator will create content for NHL fans that will be integrated into live NHL game coverage spanning 19 regional sports networks.

The NHL deal is the latest development at Bally’s in a busy few months in which major acquisitions and integrations have accelerated its status in the US B2C and B2B sports betting markets through its Bally’s Casinos and Bally’s Interactive divisions.

Read the full story on iGB North America

Image: Moofpocket

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