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NHL Joins Another Betting Operation
For the third time in the last six months, the NHL has entered into a partnership with a gambling operator. It becomes another step in its embrace of business opportunities that come with legal sports betting.

The league announced the deal with William Hill shortly before Commissioner Gary Bettman spoke at a sports gambling summit organized by the American Gaming Association, a casino-industry trade group, on March 28. Last fall, the NHL announced partnerships with MGM and FanDuel.

Bettman was once an unwavering defender of the federal law that limited single-game sports betting to Nevada, and he had also been skeptical about NHL fans' level of interest in gambling. However, since the Supreme Court struck down that law last May, allowing any state to authorize sports gambling, he has embraced the change enthusiastically, and he now speaks proudly about a 38 percent increase in bets on NHL games at William Hill's Nevada sports books this season.

Sports betting is now legal in eight states, and William Hill runs sports books in six states, including Nevada, New Jersey, Mississippi, West Virginia, Pennsylvania and Rhode Island. As part of the new deal, William Hill will be allowed to advertise at arenas and on the league's online and mobile platforms.

At this point in time, William Hill has not agreed to pay the NHL for access to its proprietary data. The NHL is developing a system to track player and puck movement through microchips worn by the players and embedded in the pucks. Bettman believes the new data will lend itself to in-game betting opportunities.

One data point valued by gamblers that the league has no plans to disclose is more detailed information on player injuries. So, don’t be hoping that we will be seeing a reduction of upper or lower body injury announcements from teams.

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