Emerging Tech, Data & Media

NHL names FanDuel as second sports betting partner

Daily fantasy sports provider also teams up with New Jersey Devils.

by Sam Carp

NHL names FanDuel as second sports betting partner

The National Hockey League (NHL) has announced its second betting deal in as many weeks, confirming a multi-year partnership with daily fantasy sports provider FanDuel.

The deal sees the US-based company become an official sports betting partner of the preeminent North American ice hockey league, as well as its exclusive official daily fantasy partner.

The agreement will enable FanDuel to provide its customers with access to exclusive NHL content and special prizes such as VIP experiences at the league’s flagship events. The company will also leverage its relationship with the NHL in the sports betting category, including use of official designations, in a variety of ways to appeal to customers in legal jurisdictions.

“Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow,” said FanDuel Group chief executive Matt King. “The league’s clear vision for these categories and this partnership marks an exciting time for both organisations.”

The news comes just one week after the NHL joined the National Basketball Association (NBA) as the second major US sports organisation to sign a league-wide betting deal with MGM Resorts International. The NBA is also a partner of FanDuel.   

“Our approach to sports betting is to continue to be progressive as we work directly with the industry and focus on innovative opportunities for fan engagement,” said NHL commissioner Gary Bettman. “Teaming up with FanDuel furthers our strategy of aligning with leading brands that share our vision of using new platforms and technology to drive innovation and engage and excite hockey fans.”

In a separate deal, FanDuel has also confirmed a partnership with the New Jersey Devils, marking the company’s first sports betting agreement with an individual NHL franchise.

As part of the agreement, FanDuel will receive brand exposure during all Devils’ regular season home games through a prominent on-ice logo. The partnership will also be activated across social, digital and in-game platforms in order to promote FanDuel’s in-play betting options.

“The FanDuel Sportsbook user is an educated consumer interested in engaging with multiple sports teams and events in dynamic and interactive ways,” said Adam Davis, chief revenue officer at Harris Blitzer Sports & Entertainment, the company which owns the Devils. “Their emphasis on creating innovative platforms and promotions to connect with and galvanise their consumers parallels the fan-first mentality at the New Jersey Devils.”

FanDuel is the third company to sign a betting deal with the Devils, who have already taken advantage of relaxed sports gambling laws in the US to team up with William Hill and Caesars Entertainment. The Devils have taken a non-exclusive approach to betting partnerships, with team president Hugh Weber saying that the franchise expects to make US$5 million this year from tie-ups with gambling companies.