The league was a pioneer in sports betting after its legalization in the US. FanDuel, BetMGM, Caesars and DraftKings have official status. They use NHL marks for apps, events and games. Partnerships provide VIP access, branded content and playoff visibility. Teams like the Pittsburgh Penguins and Washington Capitals are raising awareness through local pacts.
BetMGM Secures Prime NHL Positioning
BetMGM stands out as one of the major forces in iGaming. MGM Resorts and Entain strengthen the brand. It offers sports betting and casino games in the US and Canada. The NHL named it an official sports betting and gaming partner years ago. BetMGM recently extended its multi-year North American deal.
This pact allows NHL imagery for team-branded casino games. BetMGM designs slots and tables with competitive flair. Fans spotted the logos on dashboards during national broadcasts. The operator entered into an exclusive relationship with the Pittsburgh Penguins. Penguins games feature the BetMGM logo on jerseys and signs in the arena. This increases recognition among Pittsburgh fans.
BetMGM creates VIP experiences at major events. Customers attend premium hockey evenings. The brand supports the league’s policy: ‘Have a game plan. Deploy responsibly’. It promotes tools like GameSense for safe gaming. BetMGM integrates these into apps and sites. Hockey fans receive customized odds and promotions related to specific games.
FanDuel encourages fan engagement
FanDuel joined as the NHL’s first North American sports betting partner. The multi-year agreement covers the US and Canada. It started with daily fantasy roots. FanDuel now also provides betting and iGaming. The brand is expanding its rights to major events such as the Winter Classic.
Executives emphasize customized content for social media. FanDuel runs oddstickers on NHL Network. It hosts competitions for trips to All-Star Weekend. The New Jersey Devils are integrating FanDuel logos into the Prudential Center ice. This on-ice visibility reaches viewers across the country.
FanDuel focuses digital campaigns on hockey fans. Targeted ads reach fans visiting team sites. The operator has partnered with Turner Sports for greater reach. It provides hospitality during playoffs and regular season games. FanDuel combines betting odds with player statistics. This setup attracts new users during high-stakes matchups.
Caesars focuses on premium experiences
Caesars Entertainment renewed its American partnership with the NHL. The multi-year extension means it remains a sports betting and gaming partner. Caesars acquires competition IP for iCasino games. It launched NHL-themed slots at Caesars Palace Online Casino. Team logos appear in promotional materials.
The brand links bets to Caesars Rewards loyalty. Members redeem points for Stanley Cup appearances. Caesars secures spots on the dashboard in playoff broadcasts. Certain markets have strong visibility. Washington Capitals interviews feature Caesars plugs.
Caesars combines land resorts with online play. Buildings in Las Vegas are hosting viewing parties for Golden Knights games. The operator emphasizes VIP tables and quick withdrawals. It positions betting as a luxury sensation. Caesars Rewards includes hotels and apps. Hockey fans unlock benefits in both arenas and casinos.
DraftKings enters team markets
DraftKings rounds out the core group. It serves as an official partner for sports betting, Daily Fantasy and iGaming. The deal covers the regular season through the playoffs. DraftKings uses NHL Marks for sweepstakes and promos. It integrates with Bleacher Report for fan content.
Recent deals have hit teams like the St. Louis Blues. DraftKings brands the Enterprise Center signage. It manages radio and TV integrations there. The Nashville Predators and the New York Rangers have similar ties. DraftKings offers exclusive hospitality nationwide.
The operator focuses on mobile apps. Users bet on live games with real-time statistics. DraftKings is committed to responsible gaming education. It is in line with the league’s efforts to protect fans.
Competitive trends drive betting growth
The NHL lists these brands among its 75 sponsors for the 2025-2026 season. ESPN BET joined through PENN Entertainment. Prediction markets, such as Kalshi and Polymarket, added new twists. They predict game outcomes that go beyond traditional odds. The league is committed to broader fan involvement.
Teams secure more than 17 betting partners across the league. Jersey patches and ice cream ads increase exposure. Playoffs increase reach through national television. Operators create bonuses around Stanley Cup races. Fans bet on props, from puck drops to overtime.
Responsible gaming is the basis of every deal. Partners join AGA campaigns. They restrict access to users over 21 years old. Tools track habits and set boundaries. The NHL invests in education. This creates confidence in a context of rapid growth.
Brands are competing for dominance on the dashboard. They’re also competing for Jersey real estate. The speed of hockey matches the pace of betting. Operators turn regular viewers into loyal customers. The league thrives on this synergy. Fans develop a deeper connection with the action. Partnerships evolve with the markets. Expect more innovation to come.
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