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William Hill “Light the Lamp” in NHL Partnership

by Glenn Baird - March 29, 2019

As the US continues to develop its affinity with sports betting, UK company William Hill is getting in on the action by becoming an official sponsor of the National Hockey League.

The British bookie is now the official sports betting partner of the NHL, an alliance preluded by partnerships with the New Jersey Devils and the Vegas Golden Knights, two of the sport’s big franchises.

William Hill US CEO Joe Asher provided the following statement on the multi-year deal:

“We are thrilled to become an official sports betting partner of the National Hockey League. Commissioner [Gary] Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting.”

NHL Commissioner, Gary Bettman also had his say on the deal:

“This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry. Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”

This is not new ground for the NHL who already have partnership deals in place with MGM Resorts International and FanDuel, a company owned by rival company Paddy Power Betfair.

The sports betting market in the US is growing very quickly, with new markets likely to open in the near, meaning that there is likely to be an increased clamour from established European sports betting companies to get a piece of, what is fast become, a very lucrative market.

All of this comes just days after William Hill wrote letters to over 2000 landlords in the UK asking for a reduction in rent for fear that the new laws on fixed odds betting machines would leave them out of pocket.

The United Kingdom of Great Britain and Northern Ireland sits to the north-west of mainland Europe. The United Kingdom shares a border with The Republic of Ireland and has coasts on the Atlantic Ocean, Celtic Sea, North Sea, Irish Sea and English Channel. The population of the UK is approaching the 67.6 million mark leading to a fairly densely populated land mass. The gambling sector in the United Kingdom is entirely regulated and licensed by the UKGC – the United Kingdom Gambling Commission. Should players resident In the UK wish to gamble with foreign based operators there is no history of this being treated as a criminal offence, but high levels of protection exist for UK residents playing with UK licensed operators.


The above information is what we believe to be the the legal status of online gambling, however information on this topic is limited and hard to find. We accept no liability for any errors or ommissions. It is the reader’s responsibility to ensure that they know the legality of online gambling in their country before engaging with any online gambling service.