Report: NHL Could See $200M+ Annual Revenue Boost From Legal Betting
Tuesday, October 2, 2018 at 05:30PM
NYSportsJournalism.com in American Gaming Assn., NHL, NHL, sports betting, sports marketing

By Barry Janoff

October 2, 2018: Thanks to the U.S. Supreme Court, the NHL may see an annual boost in revenue of more than $200 million.

"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.”

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.

“(This) announcement reaffirms that legal, regulated sports betting will create significant new revenue opportunities for sports leagues," Sara Slane, svp-public affairs for AGA, said via the organization.

By comparison, the AGA in September released a study showing that the NFL’s annual revenue “may increase by $2.3 billion a year due to widely available, legal, regulated sports betting,”

According to the AGA’s NFL report, that would include $1.75 billion in new revenue from increased consumption of the league's products, $573 million in revenue as a result of spending by betting operators and data providers, $451 million from advertising, $92 million in sponsorship revenue and $30 million in data.

A separate report released in June from Gambling Compliance, a leading provider of business intelligence to the global sports betting industry. said the U.S. Supreme Court’s May decision to overturn the Professional and Amateur Sports Protection Act “will create a legal sports wagering market worth between $3.1-$5.2 billion in annual revenue by 2023.”

In September, the Dallas Cowboys signed the NFL’s first official casino deal, with WinStar World Casino and resort.

Also in September, the Vegas Golden Knights signed an alliance with sportsbook operator William Hill, the first NHL team to ink such a deal.

In July, MGM Resorts International was named as the official casino partner for the NBA and WNBA.

"Legal, regulated sports betting will create huge new revenue opportunities for sports leagues — and the NFL could be the biggest winner of all," said Slane.

“Once legal sports betting expands across the country, the NFL could take in more than $2 billion a year, reinforcing how much sports leagues stand to gain from increased viewership and private partnerships with sports betting operators."

To quantify the value of a legal sports betting market to the NHL, the AGA report “surveyed more than 1,000 adult sports fans — including NHL fans — and self-identified sports bettors nationwide to model how a national, legal sports betting market would affect the sports consumption habits of non-bettors, casual bettors and avid bettors, and how this change in consumption would translate to increased revenue.”

The survey was conducted among 1,032 U.S. 18+ adults, representative of census age, gender, geography and ethnicity, from May 15-31, 2018.

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