Gaming partnerships take shape in the United States and Canada, supporting women’s hockey and the return of the retro reverse jersey – The Athletic


One of the biggest trends in the NHL, and all North American sports leagues, over the past four years has been the rush to embrace and profit from sports betting.

The first jersey commercial, which will debut next season, will be for Caesar’s Sportsbook on Washington Capitals jerseys. The majority of American NHL teams have a regional sports network agreement with Sinclair, which sold the naming rights to Bally’s Sportsbook. It is now impossible to watch an NHL game, in person or on TV, without at least one advertisement suggesting placing a bet.

Since 2018, when New Jersey became the first state outside of Nevada to legalize sports betting, teams have been working closely with gaming partners in various capacities. Those who live in states where gambling is legal, such as the Devils, were able to benefit immediately, while others have also contributed, publicly or privately, to pushing initiatives to help legalize sports gambling in their state. respective.

Every NHL team has a plan to push and promote the game, whether they say it out loud or not.

Canadian teams are starting to see a similar path as their American counterparts materialize after legislation was passed in 2021 that began to remove barriers to full single-game sports betting in Canada.

This weekend’s Heritage Classic outdoor game in Hamilton between the Toronto Maple Leafs and the Buffalo Sabers serves as the starting line. The league recently announced an agreement with OLG bookmaker Proline+, the first official betting partner in Canada, and the Proline+ brand will be at the heart of the outdoor pre-game festivities.


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