Golden Knights, William Hill sportsbook announce historic partnership

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It was a pretty busy Tuesday afternoon for the business side of the National Hockey League. In the span of an hour, the league announced a sponsorship with Jägermeister, making the liqueur company the “official shot” of the NHL, and the Vegas Golden Knights teamed up with the William Hill U.S. sportsbook for a multi-year partnership.

“We are always looking for innovative ways to engage different segments our fan base and provide a unique fan experience,” Golden Knights president Kerry Bubolz said in a release. “This partnership between a major professional team and a sportsbook operator is a historic, landmark agreement and we are delighted to be leading the way with William Hill in this space.”

The Golden Knights/William Hill U.S. deal is the first between an NHL team and a North American sportsbook. William Hill will get advertisements on rink dasherboards, in-arena signage and have updated odds from across the league promoted on the team’s Jumbotron between periods. 

And because everything in life these days is sponsored, once a period when Golden Knights make a line change it will now be known as the “William Hill Line Change” — because gambling, you see? The promotion will also be heard on radio broadcasts.

“We hope people will be sitting at T-Mobile and betting between periods,” said William Hill U.S. CEO Joe Asher told Sports Business Journal. “Frankly, we know they do that already. We’re hoping to be able to get more people to our site because the brand will be right there in front of them.”

This could be the start of new revenue streams for franchises if they reside in a state that has legalized sports betting.

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In May, the Supreme Court opened the door for states to legalize betting on sports, breaking a longtime ban and creating a potential financial boon for states and the gambling industry. The state of Nevada, obviously, was already enjoying gambling well before the decision.

Despite opposition from the major sports leagues and the Trump administration, the high court struck down a federal law that had barred betting on football, basketball, baseball and other sports in most states. States that want to take advantage of the ruling now will generally have to pass legislation to allow sportsbooks to open.

Over the summer, NHL Commissioner Gary Bettman said those wanting to involve the NHL will have to negotiate a deal.

“We’ve historically been opposed to extending sports betting on our game, and, emotionally, I don’t think that’s changed,” said Bettman. “However, it is a fact of life in light of the Supreme Court’s ruling, and it’ll be up to states to decide whether or not they’re going to enact sports betting.

“From our standpoint, we believe that that whether it’s our intellectual property or data, whether it’s video of our game, we have important assets. 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.”

With files from the AP

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Sean Leahy is a writer for Pro Hockey Talk on NBC Sports. Drop him a line at phtblog@nbcsports.com or follow him on Twitter @Sean_Leahy.