The NHL draws millions of viewers each season. Brands chase prime spots on dasherboards, jerseys, and broadcasts. Sportsbooks lead the charge. They secure official partnerships that blend betting with hockey excitement. Hybrid operators now mix sports wagering and Neosurf casinos to grab fan attention. These deals shape how brands connect with passionate audiences across North America.
The league pioneered sports betting ties after U.S. legalization. FanDuel, BetMGM, Caesars, and DraftKings hold official status. They leverage NHL marks for apps, events, and games. Partnerships deliver VIP access, branded content, and playoff visibility. Teams like the Pittsburgh Penguins and Washington Capitals amplify exposure through local pacts.
BetMGM Secures Prime NHL Positioning
BetMGM stands out as a top iGaming force. MGM Resorts and Entain power the brand. It offers sports betting plus casino games in the U.S. and Canada. The NHL named it an Official Sports Betting and Gaming Partner years ago. BetMGM recently renewed its multi-year North American deal.
This pact grants NHL imagery for team-branded casino games. BetMGM designs slots and tables with league flair. Fans spot its logos on dasherboards during national broadcasts. The operator locked an exclusive tie with the Pittsburgh Penguins. Penguins games feature BetMGM branding on jerseys and in-arena signs. This boosts recognition among Pittsburgh fans.
BetMGM creates VIP experiences at key events. Customers attend premium hockey nights. The brand backs the league’s “Have A Game Plan. Bet Responsibly” push. It promotes tools like GameSense for safe play. BetMGM integrates these across apps and sites. Hockey fans receive tailored odds and promotions tied to specific games.
FanDuel Drives Fan Engagement
FanDuel entered as the NHL’s first North American sports betting partner. The multiyear deal covers the U.S. and Canada. It started with daily fantasy roots. FanDuel now handles betting and iGaming too. The brand expands rights into marquee events like the Winter Classic.
Executives highlight custom content for social media. FanDuel runs odds tickers on NHL Network. It hosts contests for trips to All-Star Weekend. The New Jersey Devils embed FanDuel logos in Prudential Center ice. This on-ice visibility hits viewers nationwide.
FanDuel targets digital campaigns at hockey enthusiasts. Targeted ads hit fans browsing team sites. The operator partners with Turner Sports for a deeper reach. It offers hospitality at playoffs and regular-season games. FanDuel blends betting odds with player stats. This setup pulls in new users during high-stakes matchups.
Caesars Targets Premium Experiences
Caesars Entertainment renewed its U.S. partnership with the NHL. The multiyear extension keeps it as a Sports Betting and Gaming Partner. Caesars gains league IP for iCasino games. It launched NHL-themed slots on Caesars Palace Online Casino. Team logos appear in promotional materials.
The brand ties bets to Caesars Rewards loyalty. Members redeem points for Stanley Cup appearances. Caesars secures dasherboard spots in playoff broadcasts. Select markets see heavy visibility. Washington Capitals interviews feature Caesars plugs.
Caesars blends land-based resorts with online play. Las Vegas properties host watch parties for Golden Knights games. The operator stresses VIP tables and quick withdrawals. It positions betting as an upscale thrill. Caesars Rewards spans hotels and apps. Hockey fans unlock perks at arenas and casinos alike.
DraftKings Enters Team Markets
DraftKings rounds out the core group. It serves as an Official Sports Betting, Daily Fantasy, and iGaming Partner. The deal spans the regular season through the playoffs. DraftKings uses NHL marks for sweepstakes and promos. It integrates with Bleacher Report for fan content.
Recent pacts hit teams like the St. Louis Blues. DraftKings brands the Enterprise Center signage. It runs radio and TV integrations there. The Nashville Predators and the New York Rangers carry similar ties. DraftKings offers exclusive hospitality nationwide.
The operator focuses on mobile apps. Users bet on live games with real-time stats. DraftKings commits to responsible gaming education. It aligns with league efforts to protect fans.
League Trends Favor Betting Growth
The NHL lists these brands among its 75 sponsors for the 2025-26 season. ESPN BET joined via PENN Entertainment. Prediction markets, such as Kalshi and Polymarket, added fresh twists. They predict game outcomes beyond traditional odds. The league eyes broader fan engagement.
Teams secure 17-plus betting partners league-wide. Jersey patches and ice ads multiply exposure. Playoffs amplify reach through national TV. Operators craft bonuses around Stanley Cup races. Fans wager on props from puck drop to overtime.
Responsible gaming anchors every deal. Partners join AGA campaigns. They limit access to 21-plus users. Tools track habits and set limits. The NHL invests in education. This builds trust amid rapid growth.
Brands battle for dasherboard dominance. They vie for jersey real estate, too. Hockey’s speed matches betting’s pace. Operators turn casual viewers into loyal customers. The league thrives on this synergy. Fans develop a deeper connection to the action. Partnerships evolve with markets. Expect more innovation ahead.
