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NHL And MGM Sign a Strategic Partnership
November 1, 2018 Kim Morrison
The National Hockey League (NHL) has made an official announcement this week, stating that they’ve found their sports betting partner: MGM Resorts.
The major deal will see NHL provide its official data to the betting brand’s sportsbook which will gain access to the League’s new tracking systems, currently being developed and about to be launched at the beginning of the season.
Festival On Ice
Some of the new features that will provide never before seen data will include high-tech puck-and-player tracking that already made its debut at the last Olympic Games in Rio de Janeiro. This will provide info on speed, acceleration, stopping, distance and ice time that can be used for real-time, in-play betting.
MGM land-based and digital sports betting venues across the United States will be allowed to use NHL branding as well…
…which is the culmination of sports betting with Caesars in Mississippi and announced a forthcoming merger with GVC Holdings.
Collecting Professional Leagues
As a reminder, in late July 2018, MGM signed a similar agreement with National Basketball Association (NBA), becoming its official sports betting partner. No details on the financial of the NHL deal have yet been disclosed though.
This agreement is also interesting because NHL was one of the rare professional leagues to welcome and embrace sports betting, as opposed to NBA and NFL, for instance, which required the so-called “integrity fee” to be included in the sports betting bill.
The Hockey League gave Las Vegas, country’s capital of gambling, its first professional team – Las Vegas Golden Knights. William Hill also recently ed to enable the live betting odds transmission and in-arena branding on all home games.
Integrity Fee Doubts… or No Doubts
NHL’s stance on integrity fee is clear: the league does not want it as they feel they don’t need it. Executive vice-president and chief revenue officer, Keith Wachtel, commented on the matter:
“We have no concerns about the integrity of our game, of our players, our officials. We’ve never had an issue. Secondly, the integrity of the sports betting landscape is just as important to the bookmakers, which is why the NHL does not have a discussion and we don’t talk about this notion of integrity fees.”
Further statements by AGA have been made regarding strategic commercial deals between NHL and NBA on one side and operators on the other.
“Sports betting agreements through contracts enhance the fan and consumer experience. The NHL’s announcement today further strengthens the bond between sports entities and gaming companies, who are each committed to preserving the integrity of the game.”
Source:
“NHL, MGM Resorts form sports betting partnership”, Dan Rosen, nhl.com, October 29th, 2018.
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I think NHL’s stance is correct one in this case – there really is no need to implement integrity fee if you believe the integrity of your own sports. Other leagues should wonder about themselves.