The Golden Knights on Tuesday announced a history-making multiyear partnership with Las Vegas-based sportsbook William Hill US, the first of its kind between a major North American sports franchise and a U.S.-based sportsbook.
We’ve added another #VegasBorn partner in William Hill US
This is the first-ever partnership between an NHL team and a sports book!
— Vegas Golden Knights (@GoldenKnights) September 18, 2018
The team and the bookmaking company didn’t divulge terms, other than to confirm that it was multiyear and non-exclusive.
“We are always looking for innovative ways to engage different segments our fan base and provide a unique fan experience,” Golden Knights president Kerry Bubolz said in a statement. “Like the Vegas Golden Knights, William Hill US is a proud ‘Vegas Born’ organization. This partnership between a major professional team and a sports book operator is a historic, landmark agreement and we are delighted to be leading the way with William Hill in this space.”
According to SportsBusiness Daily, the Golden Knights had MGM Resorts, Wynn Resorts, Caesar’s Entertainment and Cosmopolitan as sponsors in their inaugural season, but none could advertise or promote its sportsbook.
Deals like the one announced Tuesday could become a lucrative new revenue stream for U.S.-based professional franchises after the U.S. Supreme Court earlier this year paved the way for states to legalize sports gambling, striking down a 1992 federal law that barred it in most places.
Per the Knights and William Hill’s joint news release:
William Hill US and the Golden Knights will collaborate on engaging with fans of legal betting age through various media, advertising and promotional platforms. The partnership will feature a TV visible dasherboard, in-arena signage, updated league-wide odds displayed on the in-arena Knight Tron during intermission, an away game watch party, and recognition on the LED ribbon board of the “William Hill Line Change” when the Golden Knights make a line change during the game.
William Hill US currently operates 108 race and sports books in Nevada and is the state’s leading mobile sports betting app. The Vegas Golden Knights open their 2018-19 regular season on Thursday, October 4 at T-Mobile Arena when they take on the Philadelphia Flyers. During their inaugural season last year, the Golden Knights set a new standard for on-ice performance by an expansion team, shattering several records and winning the Western Conference Championship.