• About Us / Contact
  • Responsible Gambling
This site contains commercial content
SportsHandle
  • US Sports Betting
    • Arizona
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Kentucky
    • Louisiana
    • Maine
    • Maryland
    • Massachusetts
    • Michigan
    • Mississippi
    • New Jersey
    • New Mexico
    • New York
    • Ohio
    • Oregon
    • Pennsylvania
    • Tennessee
    • Vermont
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Sports Betting Revenue Tracker
    • Sports Betting Podcasts
    • Partnership Tracker
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
  • News
No Result
View All Result
SportsHandle
  • US Sports Betting
    • Arizona
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Kentucky
    • Louisiana
    • Maine
    • Maryland
    • Massachusetts
    • Michigan
    • Mississippi
    • New Jersey
    • New Mexico
    • New York
    • Ohio
    • Oregon
    • Pennsylvania
    • Tennessee
    • Vermont
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Sports Betting Revenue Tracker
    • Sports Betting Podcasts
    • Partnership Tracker
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
  • News
No Result
View All Result
SportsHandle
No Result
View All Result

William Hill Becomes ‘Official Partner’ of Vegas Golden Knights, First Deal of Its Kind

Brett Smiley by Brett Smiley
September 18, 2018
in Industry
william hill golden knights partnership sports betting
Share on FacebookShare on Twitter

The Vegas Golden Knights on Tuesday notched yet another “first.”

In 2017 the Golden Knights became the first of the four major professional U.S. sports leagues to officially make Las Vegas their home and in June, it became the NHL’s first expansion team since 1968 to reach the Stanley Cup Finals (in vastly different circumstances), ultimately falling to the Washington Capitals 4-1.

This newest first involves the newest NHL franchise joining with bookmaker William Hill US — in a “landmark, multi-year partnership” the first-ever between a professional U.S. sports team and a sportsbook.

William Hill and Vegas Golden Knights Team Up For Traditional Marketing/Branding Exposure in First-of-Its-Kind Deal

golden knights sports betting

 

News of the deal was first reported by Sports Business Journal, which added that neither the team nor the bookmaking company would discuss terms, other than to confirm that it was multiyear and non-exclusive.

“We are always looking for innovative ways to engage different segments our fan base and provide a unique fan experience,” said Vegas Golden Knights President Kerry Bubolz in a news release.

Sign Up For The Sports Handle Newsletter!
I also want to receive information and offers about online sportsbooks (eg. odds boost, welcome offers)

This partnership is significant for what it represents: a further crumbling of the divide between gambling and casino companies, and sports leagues. From what we know of the deal itself, it’s a traditional marketing-branding arrangement. From the release:

William Hill US and the Golden Knights will collaborate on engaging with fans of legal betting age through various media, advertising and promotional platforms. The partnership will feature a TV visible dasherboard, in-arena signage, updated league-wide odds displayed on the in-arena Knight Tron during intermission, an away game watch party, and recognition on the LED ribbon board of the “William Hill Line Change” when the Golden Knights make a line change during the game.

William Hill Line Change — that’s pretty clever. Per SBJ, “once per period, the William Hill logo will appear on the ribbon board when the Golden Knights change lines on the fly,” and will also be linked on radio broadcasts.

During the last NHL season, the Golden Knights actually offered the sports and entertainment world a look at the future of fan experience and engagement: fans making legal sports bet from the arena seats, using mobile sportsbooks. No kiosks necessary.

The NHL’s Position and Other New Deals

While the NBA, Major League Baseball and PGA Tour have been marching in lockstep all year for state legislation that would require state-licensed sportsbooks to purchase “official league data,” the NHL and commissioner Gary Bettman haven’t signaled exactly how they plan to navigate a new era. Obviously they had no qualms about housing a team in Las Vegas.

On the “data” front (or the league-produced accounting of statistical information in real time of what everyone watching) Bettman has said he wants bookmakers  to buy league “data” or rights, he made clear in August.

“From our standpoint, we believe that whether it’s our intellectual property or data, whether it’s video of our game, we have important assets,” he said. “And if somebody is going to avail themselves or want to avail themselves of those assets in order to conduct their business, then we’re going to need to have a negotiation.”

This Golden Knights-William Hill deal isn’t quite that.

Neither side makes reference to league data or scoring in its summary of deal points. It’s purely a marketing arrangement and obviously mutually agreeable one that both are celebrating.

Elsewhere, MGM Resorts International and the NBA in July entered a three-year data/marketing partnership worth a rumored $25 million, while in September, the Dallas Cowboys broke new NFL ground by partnering with casino business. Oklahoma’s WinStar World Casino became the team’s official team partner. It’s allowed to use a team’s logos and trademarks and was made possible after NFL owners amended their bylaws to allow casinos to obtain official partnerships with NFL teams.

Currently William Hill US, whose parentis U.K.-based bookmaker William Hill PLC, is operating licensed sportsbooks in New Jersey, Delaware, Mississippi and West Virginia. Following the company’s partnership with Eldorado Resorts announced in early September, that number will grow to a dozen or more, once certain state legislatures permit.

Share1TweetShare
Brett Smiley

Brett Smiley

Brett Smiley is editor-in-chief and co-founder of Sports Handle, which joined forces with the US Bets team in November 2018. He focuses on the sports betting industry and legislation. He's a recreational sports bettor and DFS player himself, focusing on the NFL. In a past life, Smiley practiced commercial litigation in New York City and previously wrote for FOX Sports and SI.com. He lives in New Jersey with his family.

Related Posts

Megan Mendoza/The Republic
Industry

Betfred ‘Finally’ Licensed To Accept Sports Wagers In Nevada

January 26, 2023
betfred sign
Industry

Nevada Gaming Board Finally Set To Consider Betfred’s Sportsbook Application

January 19, 2023
Load More

Top Stories

paspa ruling

From PASPA To Present: An Oral History Of The U.S. Sports Betting Gold Rush

May 11, 2023
inside-fanatics-sportsbook-fedex-field

Sources: Fanatics Enters Advanced Talks With PointsBet On Transformative U.S. Deal

May 12, 2023
new york times headquarters

The ‘Risky Wager’ Series From New York Times Was No Hit Piece — It’s Reality

May 31, 2023
cincinnati-bearcats-signage

Failing To Report Wagering Violations A No-No, NCAA Says

May 25, 2023

State Sports Betting Guides

Ohio (U.S. state) flag waving against clear blue sky, close up, isolated with clipping path mask alpha channel transparency, perfect for film, news, composition

Ohio Sports Betting – All Online Sportsbooks, Bonus Offers, and News 2023

by Brian Pempus
May 16, 2023

Downtown Detroit at twilight (Shutterstock)

Michigan Sports Betting – Where To Play, Online Sportsbooks, And FAQ

by Brett Smiley
May 2, 2023

VA captial

Virginia Sports Betting – Where To Play, Online Sportsbooks And Bonus Offers

by Brett Smiley
April 24, 2023

nj flag

New Jersey Sports Betting — Where To Play, Online Sportsbooks, And FAQ

by Brett Smiley
March 22, 2023

pa online sportsbooks

Pennsylvania Sports Betting – Where To Play, Online Sportsbooks And Bonuses

by Brett Smiley
May 3, 2023

Canada Sports Betting Guides

Canada Sports Betting – Best Sportsbook Apps & Bonus Offers

British Columbia Sports Betting – Legal Update, Available Sportsbooks, and FAQ

Ontario Sports Betting – Legal Status And Where To Play

SportsHandle

  • Analysis
  • Casino
  • Features
  • Horse Racing
  • Industry
  • Legal
  • Legislation
  • Lottery
  • Opinion
  • Podcasts
  • Poker
  • Politics
  • Promotions
  • Regulation
  • Sports
  • Uncategorized

Better Collective

This website is owned and operated by Better Collective USA. Trademarks and copyrights referenced on this website are and shall remain the exclusive property of their respective owners and/or licensors. Please be sure to visit the operator’s website(s) to review their terms & conditions. We advise you to read these carefully as they contain important information. Copyright © 2023 USBets.com | Better Collective USA
21 Play Responsibly
Gamble Aware West Virginia
Gambling Problem? Call 1-800-Gambler.
GameSense

Search Sports Handle

No Result
View All Result
  • About Us / Contact
  • Responsible Gambling

No Result
View All Result
  • US Sports Betting
    • Arizona
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Kentucky
    • Louisiana
    • Maine
    • Maryland
    • Massachusetts
    • Michigan
    • Mississippi
    • New Jersey
    • New Mexico
    • New York
    • Ohio
    • Oregon
    • Pennsylvania
    • Tennessee
    • Vermont
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Sports Betting Revenue Tracker
    • Sports Betting Podcasts
    • Partnership Tracker
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
  • News