LAS VEGAS (KSNV) — The National Hockey League has announced an agreement with William Hill that makes the sportsbook operator the league's official sports betting partner.
William Hill will get promotional media in NHL markets under the agreement, the two sides said in a joint statement.
The sportsbook operator will also be able to "leverage branding opportunities in connection with the league's calendar of marquee events," according to the statement.
"This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry," NHL Commissioner Gary Bettman said in a statement.
The deal with William Hill comes as professional sports continue to wade into legal sports betting.
The NHL previously announced a deal with MGM Resorts in October that would see the league share data for sports betting.