PointsBet recently announced a deal with the National Hockey League (NHL) thus continuing its US expansion. As part of the deal, NHL has secured an equity stake in the Australian sports betting operator.
According to the Australian Securities Exchange, PointsBet will issue 43,106 shares to the NHL, which at the time of writing are worth about AUS$718,100 (US$556,000). This is supposed to happen in a course of three years.
After signing the deal the NHL, PointsBet will become the forth official sports betting partner of the North American ice hockey league. The other three are MGM Resorts International, FanDuel, and William Hill.
The partnership is set to benefit the sportsbook operator in the long term. As part of the deal, PointsBet will be allowed to use NHL’s marks and logos and will receive the opportunity of sponsorship and promotions across linear, as well as digital and social platforms.
There is another huge benefit for the Australian brand, which will get to integrate content into live NHL game broadcast, including on NBC.
The multi-year partnership was announced in August last year and it marks a huge step in PointsBet’s US expansion. As part of the deal, the Australian bookmaker became the official sports betting partner of NBC Sports.
The agreement saw PointsBet get incorporated in partnership-exclusive multi-platform gameday integrations across NBC Sports’ eight Regional Networks, which deliver more than 2,200 live sports events and are the exclusive regional homes to the NHL, as well as to the MLB and NBA franchises.
Not only that, but PointsBet became the official partner of the NBC Sports Predictor app, which is currently home to a host of free-to-play games for football, golf, Premier League soccer and NASCAR. The partnership will see PointsBet’s content integrated onto the app.
The expansive partnership’s reported worth is US$500 million. According to an official release, PointsBet and its odds and insights are already being integrated into NBC’s coverage in order to enhance its pre-game, in-game and post-game broadcast.
Johnny Aiken, chief executive of PointsBet USA made a statement regarding the partnership. He said: “We are excited to further elevate fan engagement via offering the most markets in the world for each NHL game, including our exclusive PointsBetting product, and enhance TV and digital integrations with mutual partners like NBC Sports.”
The Australian bookmaker seems to be primarily focused on growing its influence on the US market. Its expansion started in 2019 and has been successful so far.
Source: “NHL gets equity stake in PointsBet as part of sports betting deal”, Sports Pro Media, February 10, 2021