EAST RUTHERFORD, N.J. — The National Hockey League scored another multi-year sponsorship deal.
The two-pronged deal announced on Monday makes FanDuel a daily fantasy sports partner and an official sports betting partner with the NHL. Previously, the league agreed to a deal that it would provide MGM Resorts International with data for use in betting.
FanDuel’s deal was aggressive and was more than six months in the making. Facilitating the deal was the US Supreme Court’s decision in May that opened the door for legal sports betting.
“Teaming up with FanDuel furthers our strategy of aligning with leading brands that share our vision of new platforms and technology to drive innovation and engage and excite hockey fans,” said NHL Commissioner Gary Bettman, who attended the news conference at the FanDuel Sportsbook at Meadowlands Racetrack.
“We feel having multiple partners is a good thing. FanDuel is the official fantasy sports betting partner and exclusive in that space,” the commissioner added.
What the NHL and FanDuel partnership means
The key points of the NHL-FanDuel partnership include:
- FanDuel providing its daily fantasy sports base to exclusive content and prizes. Some prizing could include VIP experiences at the NHL Winter Classic and NHL All-Star Game.
- FanDuel will soon announce The Skate to the NHL Winter Classic contest. Fans could win an experience at the 2019 NHL Winter Classic between the Chicago Blackhawks and Boston Bruins at Notre Dame Stadium in South Bend, Ind., on New Year’s Day.
- FanDuel will promote free-to-enter single-game contests for the NHL Winter Classic, NHL Stadium Series, and other matchups during the regular season.
- Also, FanDuel will leverage its relationship with the league in the sports betting category in numerous ways that will satisfy sports bettors in legal jurisdictions.
“We’ve known the NHL for a long time and have a lot of respect for the league,” said FanDuel’s CEO Matt King at the press event.
“The conversation regarding sports fantasy has been ongoing for six-plus months and the sports betting conversation evolved from there. It was born of an earnest desire for the NHL to engage fans and be willing to try different stuff. It’s going to be better for the fans because the access we’ll get will allow us to deliver a better product. We’re interested in partners that are willing to be innovative and it was what NHL wanted.”
Bettman feels the “casual fan” could be a gateway to growing the popularity of the NHL and open a new revenue stream.
“First of all it gives all fans the ability to connect with the sport and your favorite team in a new and exciting way,” Bettman said. “If you are a casual fan it may introduce you to other sports using sports betting daily fantasy sports as a way to take a look at another sport and create an interest.’’
New Jersey Devils strike a FanDuel deal, too
Additionally, the New Jersey Devils continue to strike deals in the betting industry, this time also with FanDuel, connecting their fans and guests via integrated social, digital and in-game activation platforms.
FanDuel’s “Live in-Play” will gain more traction on the company’s NJ online sports betting app.
FanDuel’s agreement is expected to receive brand exposure at all Devils regular-season home games via prominent in-ice logos introduced this year by the NHL.
The Devils recently did business with William Hill and Caesars in the Prudential Center, where the company representatives will encourage fans and customers to download their apps.
William Hill says it will open a specially branded sports lounge in the downtown Newark arena’s concourse.