With the landscape of sports betting inching further into the collective mind of fans, the NHL is getting in on the action. On Tuesday, the league announced a multi-year agreement with the PointsBet Sportsbook (which happens to be one of our partners in Illinois).
From the NHL’s press release:
The long-term agreement between PointsBet and the NHL spans across both the United States and Australia. As part of the partnership, PointsBet receives rights to use NHL marks and logos, as well as a variety of NHL sponsorship and promotional opportunities for its brand across various linear, digital, and social media assets.
Additionally, PointsBet will also have the ability to integrate content into live hockey broadcasts across all of their broadcast partners, and future linear alignments. You may have noticed that the league, PointsBet, and NBC have already begun to implement their data into the pregame, postgame, and in-game elements of the broadcasts.
In my honest opinion, betting on the NHL is very difficult given the nature of how lineups are handled (I rarely know for sure who’s starting for the Blackhawks even a couple hours before puck drop this year) and how unpredictable the game can be. But I guess that is part of the fabric of sports betting. If you do feel like you have the insight, perhaps there’s an advantage there to be gained.
The exposure and benefit of the NHL reaching this agreement comes during the same season where we have first seen ads placed on helmets. The pandemic has made it difficult financially for all of the professional leagues in North America and if this can help the league with upholding revenues, all the better.