NHL N.J. Devils, William Hill Expand Sports Betting Alliance To MSG Networks
Thursday, November 15, 2018 at 11:46PM
NYSportsJournalism.com in MSG Networks, NHL, NHL, New Jersey Devils, William Hill, sports betting, sports marketing

By Barry Janoff

November 15, 2018: The NHL and the New Jersey Devils continue to make inroads into sports betting territory, with the team unveiling a “groundbreaking, comprehensive sponsorship arrangement” with leading sports book operator William Hill for Devils’ broadcasts on MSG Networks.

The deal includes a mix of in-game integration, branded content and commercial spots to air during MSG Networks’ Devils game broadcasts, as well as during Devils pre- and post-game shows.

The move is an extension of a deal that William Hill has as an official sports betting partner with the Devils and their home venue, Prudential Center, as well as with the NBA’s Philadelphia 76ers, all properties of Harris Blitzer Sports & Entertainment.

With this new MSG Networks partnership, William Hill now has official team and media sponsorship rights for the Devils, a first in the NHL.

Last week, William Hill, the Devils and Prudential Center unveiled a pact to include the William Hill Sports Lounge and in-arena advertising and branding across Devils’ digital and social channels.

“It’s incredibly exciting to partner with William Hill on this first of its kind arrangement with any regional sports network,” Andrea Greenberg, president and CEO for MSG Networks, said via the company

“With William Hill’s team sponsorship of the Devils in place as well, we are able to provide William Hill with seamless and powerful integration of both media assets and assets at the Prudential Center which we hope will serve as the model for future sponsorships.”

William Hill also has an alliance with the NHL’s Vegas Golden Knights.

The Devils and Prudential Center also have sports betting-related deals with Caesars’ Entertainment and FanDuel.

According to Sharon Otterman, CMO for William Hill US, “We are thrilled to partner with MSG Networks on this groundbreaking partnership. We are excited to educate fans on sports betting and to help enhance the broadcast with the content fans are seeking.”

The U.S. Supreme Court in May overturned the Professional and Amateur Sports Protection Act, which opened the door for legalized sports betting in the U.S, with individual states now deciding whether or not, and how, to enact the process. New Jersey allows legal sports betting.

"Much like the NHL's recent successful expansion into Las Vegas, legal sports betting will continue to expand across the country, bringing with it a $216 million opportunity for the league," according to a new report from the American Gaming Assn.

According to the AGA, “Greater fan engagement and viewership could boost the NHL's total annual revenue from media rights, sponsorships, merchandise and ticket sales by 3.5%, producing $151 million in new revenue from increased consumption of the league's products.”

“It’s incredibly exciting to partner with William Hill on this first of its kind arrangement with any regional sports network."

In addition, gaming operators "may spend $24 million on advertising, which would directly increase the league's rights fees by the same amount."

Another $35 million in sponsorship revenue and $6 million in data is also projected for the league and its teams.

"The four major sports leagues will earn a collective $4.2 billion from widely available legal sports betting, further proving that working together with the gaming industry will pay dividends for all sports stakeholders,"  Sara Slane, svp-public affairs for the AGA, said via the group.

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