American casino operator MGM Resorts International held a press conference yesterday where it announced that it had signed a multi-year agreement that is to see it serve as the first official sportsbetting partner of the National Hockey League (NHL).
Game data access:
The Las Vegas-based firm used a subsequent press release (pdf) to reveal that the deal will see it receive access to enhanced proprietary game data generated by the NHL’s under-development tracking systems. It explained that it is to be permitted to subsequently use this information in order to provide United States-based customers with ‘specialized game insights’ as well as sportsbetting and other interactive opportunities.
Marketing cooperation:
In addition, MGM Resorts International noted that the arrangement is to provide it with an opportunity to market its products and services via the NHL’s media platforms and events alongside employing the professional ice hockey league’s own branding to ‘amplify the relationship’ across a range of its land-based and digital sportsbetting offerings aimed at aficionados in the United States.
The Nevada casino firm detailed that this marketing relationship will moreover see it afforded the chance to exploit the NHL’s fan database for the purposes of advertising its portfolio of destination resorts as well as its M life Rewards program, which purportedly already has some 31 million members.
Operator hails ‘historic partnership’:
Jim Murren (pictured left), Chairman and Chief Executive Officer for MGM Resorts International, stated that he ‘couldn’t be more excited to enter into this historic partnership’ before proclaiming that the deal is to also see his firm leveraging a range of promotional opportunities in connection with marquee events such as the Stanley Cup Final, the NHL All-Star Game and the NHL Stadium Series.
Murren’s statement read…
“The NHL is home to some of the most exciting action in sports and we are thrilled to join with it to create new immersive and exhilarating experiences for hockey fans. Combining MGM Resorts International’s world-class sportsbetting operations and technology with the NHL’s top-level competition, iconic brands and cutting-edge data will further transform the rapidly growing sportsbetting marketplace and solidify our position at the forefront of the industry.”
‘The perfect partner’ for NHL:
For his part, NHL Commissioner Gary Bettman (pictured right) described MGM Resorts International as ‘leading global gaming operator and entertainment company’ that is destined to be ‘the perfect partner’ to help the league enter the world of sportsbetting.
Bettman’s statement read…
“The new sportsbetting landscape presents a unique opportunity for fan engagement utilizing technology and data that are exclusive to our league. Fan engagement, technological advancement and innovation are paramount to our progressive approach and will be at the forefront of everything we do.”
