NHL Takes Equity Stake In PointsBet In Latest Splashy Deal

Written By Joe Boozell on February 10, 2021 - Last Updated on March 2, 2021
NHL PointsBet betting partner

PointsBet is now an official betting partner of the NHL, the company announced in a press release on Tuesday.

The NHL will receive 41,306 PointsBet shares paid out over the next three years, according to Sportico.

NBC has existing partnerships in place with PointsBet in the NHL, making the recent agreement a natural fit. Keith Wachtel, the NHL chief business officer and senior executive vice president, said:

“As the sports betting landscape evolves at a rapid pace, we continue to develop unique, strategic alliances within the sports gaming industry. Our partnership with PointsBet brings to life our collaboration with our valued media partners and we look forward to enhancing our fan engagement opportunities in concert with both PointsBet and NBC. We are proud to welcome PointsBet to the NHL family.”

PointsBet USA CEO Johnny Aitken echoed those sentiments:

“PointsBet is thrilled to become an official sports betting partner of the National Hockey League. The NHL’s on-ice product provides fans with captivating, nonstop action — it is a privilege to join forces with the NHL and its forward-thinking team, complementing that action with PointsBet’s sports betting product, the fastest sports betting app in market. 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 NHL has other sports betting partners, such as FanDuel sportsbook, William Hill sportsbook and the BetMGM sports app.

However, PointsBet is the first gaming company in which the NHL will assume equity.

Another high-profile partnership for PointsBet

PointsBet has a sizable deal with NBC, which includes $393 million in committed marketing spending.

NBC and the NHL, meanwhile, have a 10 year, $2 billion agreement in place. While that deal expires after this season, the PointsBet news is perhaps an indicator that the NHL will remain on NBC networks.

PointsBet has also been aggressive in pursuing team partnerships.

If you’re in Illinois, you likely know that PointsBet is the official sports betting partner of the Chicago Bears.

And while it’s not the official sports betting partner of the Chicago Blackhawks, those games air on NBC Sports Chicago. So, Blackhawks fans are frequently exposed to PointsBet.

PointsBet also has partnerships with the Indiana Pacers, Indianapolis Colts, Denver Nuggets and Detroit Tigers, among others.

This deal will also give PointsBet rights to use NHL marks and logos, as well as a variety of NHL sponsorship and promotional opportunities.

Where does PointsBet stand in Illinois?

PointsBet has been aggressive in pursuing Illinois customers. However, it is still the No. 4 sportsbook in the state by the latest revenue numbers.

And a distant fourth at that. PointsBet recorded $26.2 million in November handle.

Third place FanDuel, meanwhile, recorded $113.5 million in November handle. DraftKings and BetRivers topped the list.

What’s curious about PointsBet is that it posted $60.3 million in October handle. But while DraftKings, FanDuel and BetRivers all increased their handles the next month, PointsBet’s sharply declined.

Anecdotally, those who use the PointsBet app speak highly of it, and it has partnerships with some of the biggest franchises, leagues and media entities around.

We’re still in the very early stages of Illinois sports betting, though. And perhaps deals like these will help PointsBet bridge the gap.

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Joe Boozell

Joe Boozell has also been a college sports writer for NCAA.com since 2015. His work has also appeared in Bleacher Report, FoxSports.com and NBA.com. Growing up, Boozell squared off against both Anthony Davis and Frank Kaminsky in the Chicagoland basketball scene ... you can imagine how that went.

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