NHL Extends, Expands Partnership with BetMGM

Deal as NHL's official sports betting partner includes VIP fan experiences and more BetMGM-designed casino games.

Dec 19, 2023 • 15:11 ET • 4 min read
Photo By - USA TODAY Sports

BetMGM is about to become an even more recognizable name within the NHL.

The legal sports betting operator announced on Tuesday a multi-year extension of its deal with the pro hockey league that will help BetMGM become more fan-interactive and enhance the brand. 

“We are thrilled about our partnership extension with BetMGM,” NHL vice president of business development Jason Jazayeri said. "The evolution of our partnership with BetMGM will focus on building unique and compelling fan experiences, as well as event activation and media programming all with an eye towards delivering exciting new ways for our fans to interact and engage with the sport they love.”

See also: 10 Predictions, Bold and Otherwise, About Sports Betting in 2024

What’s on tap

The NHL's official sports betting and gaming partner's new deal includes VIP fan experiences and more BetMGM-designed casino games branded with the league and its teams. The gaming and casino company released the first NHL-endorsed slot machines earlier this year.

BetMGM will also become more visible on national broadcasts of NHL regular season and Stanley Cup playoff games through digital dashboards and virtual in-ice ads.  

“Our partnership extension with the NHL enables us to enhance the BetMGM product and offer fans unforgettable entertainment built around the game they love,” BetMGM CEO Adam Greenblatt said. “The NHL is more thrilling than ever – a symphony of athleticism, teamwork, and skill on skates. We look forward to bringing our customers exceptional live experiences and new content.”

Shared footprint

BetMGM has a 17% market share, the third largest in the U.S., and operates in 22 states and Washington, D.C. Much of the sportsbook’s footprint includes states with NHL teams, including Colorado, New York, New Jersey, Tennessee, Michigan, Pennsylvania, Nevada, Ohio, Massachusetts, Illinois, and Arizona. 

BetMGM Sportsbook is also available in the robust market of Ontario, Canada.

BetMGM, which is expecting revenue of nearly $2 billion in fiscal year 2023, has been aggressive in its expansion in North America, so upping its game with the NHL will help continue that trend for the sportsbook’s brand. 

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