The National Hockey League and MGM Resorts International announced a multi-year marketing and data-share partnership agreement on Monday, the first-ever arrangement between the league and a casino company.
The agreement, in which Las Vegas-based MGM Resorts becomes the official sports betting partner of the NHL, is similar to the agreement the casino company signed with the National Basketball Association earlier this year. Financial terms were not disclosed.
The deal comes as states around the U.S. continue to consider legalizing sports wagering. Since May’s U.S. Supreme Court ruling opened the activity to jurisdictions outside Nevada, six states have begun offering legalized sports betting at casinos and racetracks.
“The new sports betting landscape presents a unique opportunity for fan engagement utilizing technology and data that are exclusive to our league,” NHL Commissioner Gary Bettman said in a statement. “Fan engagement, technological advancement and innovation are paramount to our progressive approach and will be at the forefront of everything we do.”
The NHL and MGM Resorts have had a loose connection for years. The NHL’s Vegas Golden Knights play at the T-Mobile Arena on the Las Vegas Strip, which is owned by MGM Resorts; the Los Angeles Kings played preseason games for more the decade at the MGM Grand Garden in Las Vegas; and the MGM is an advertiser on arenas throughout the NHL.
“This is another exciting, landmark partnership in the sports betting space that further enhances the NHL fan experience,” said Vegas Golden Knights President Kerry Bubolz. “The gaming and sports betting industry is continuing to evolve in real time and we are proud the NHL is helping shape the narrative and future decision making in this sector.”
According to the statement, as an official sports betting partner and resorts partner of the NHL, the casino giant – which operates properties in several NHL markets – will have the ability to promote many of the company’s products and services to NHL fans via the league’s media platforms and events.
MGM Resorts will also use official NHL branding on the company’s land-based and digital sports betting platforms within the U.S.
“We couldn’t be more excited to enter into this historic partnership with the NHL,” MGM Resorts Chairman and CEO Jim Murren said in a statement. “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.”
Union Gaming Group analyst John DeCree said the agreement was similar to the company’s deal with the NBA and gives MGM Resorts “direct access” to hockey fans as potential customers for both sports betting and its casinos.
“MGM’s professional sports league partnerships with the NHL and NBA are quick and effective ways to grow and increase brand presence in the U.S. sports markets and with sports fans all over the country,” DeCree said.
The American Gaming Association, which long advocated for legalized sports betting in the U.S., applauded the deal.
“Sports betting agreements through contracts enhance the fan and consumer experience,” AGA Senior Vice President of Public Affairs Sara Slane said in a statement. “The NHL’s announcement today further strengthens the bond between sports entities and gaming companies, who are each committed to preserving the integrity of the game. As legal sports betting expands, we are encouraged by the growing relationship between gaming companies and the major sports leagues.”
During the press conference in New York City, Bettman said the league supported passage of the 1992 Professional and Amateur Sports Protection Act, which banned single-sports wagering everywhere outside Nevada, and opposed challenges to law’s legality. However, Bettman said league’s view changed once the Supreme Court ruled.
“Whatever views anyone had a year ago was changed … . Sports betting has a new road and a new life,” Bettman said. “The world changed and we’re adapting to it.”
He said the NHL had no interest in seeking “integrity fees” – a portion of wagers – from states that legalize sports betting.
MGM Resorts expects to use the NHL’s key events, including the Stanley Cup Playoffs and Stanley Cup Final, NHL All-Star Game, NHL Winter Classic and the NHL Stadium Series, for marketing and promotional activities.
(SportsHandle.com contributed to the report)
Howard Stutz is the executive editor of CDC Gaming. He can be reached at hstutz@cdcgamingreports.com. Follow @howardstutz on Twitter.
