The latest deal between a gambling company and a sports league happened last week when daily fantasy sports provider FanDuel inked a multi-year partnership with the National Hockey League (NHL) and its New Jersey Devils franchise for fantasy sports play and sports betting.

The landmark deal makes the DFS service an official sports betting partner of the professional hockey league and the exclusive official DFS partner.

Company’s first such agreement:

FanDuel’s new partnership agreement with the members of the Metropolitan Division of the Eastern Conference of the NHL marks the New York-headquartered fantasy sports provider’s first such agreement in the category of sports betting with an NHL team and gives it in-ice exposure.

Per the newly-agreed agreement with the NHL, FanDuel will have the opportunity to offer its DFS customers special prizes including VIP experiences to events such as the NHL’s All-Star Game and Winter Classic, as well as access to exclusive content.

Season promotions:

The press release also communicated that throughout the NHL season, FanDuel has plans to promote marquee match-ups such as single-game fantasy contests, which are free to enter, for the NHL Stadium Series and NHL Winter Classic among others.

Similar to the recently agreed deal with MGM Resorts International, FanDuel will have access to the NHL’s real-time, verified game data feed.

Commissioner of the NHL since February 1993, Gary Bettman said…

“Our approach to sports betting is to continue to be progressive as we work directly with the industry and focus on innovative opportunities for fan engagement. Teaming up with FanDuel furthers our strategy of aligning with leading brands that share our vision of using new platforms and technology to drive innovation and engage and excite hockey fans.”

For its part, FanDuel Group Chief Executive Officer, Matt King (pictured/below) said…

“Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow. The League’s clear vision for these categories and this partnership marks an exciting time for both organizations.”

Player promotions:

A “Skate to the NHL Winter Classic” contest will soon be introduced by FanDuel, which will give eligible fans the opportunity to enter daily fantasy contests on the company’s website. Those who enter have the chance to win a VIP trip to Indiana to experience the 2019 NHL Winter Classic between the Boston Bruins and the Chicago Blackhawks happening on New Year’s Day at Notre Dame Stadium.

The sports provider will benefit from in-ice exposure courtesy of its separate transaction with the New Jersey Devils when during all of the team’s regular-season home games an in-ice logo will be displayed prominently. FanDuel’s connection with fans of the team and guests of the Prudential Center (“The Rock”), which according to the news release is the “No. 8 Most Played Arena in the World,” will be supported via in-game activation, digital and social platforms. The added exposure will enable the provider to spotlight its “Live In-Play” betting options, which can be accessed on its new FanDuel Sportsbook app, among messaging and other branding.

Chief Revenue Officer for Harris Blitzer Sports & Entertainment, Adam Davis added…

“The FanDuel Sportsbook user is an educated consumer interested in engaging with multiple sports teams and events in dynamic and interactive ways. Their emphasis on creating innovative platforms and promotions to connect with and galvanize their consumers parallels the fan first mentality at the New Jersey Devils.”

Also commenting, Kip Levin, Chief Operating Officer for FanDuel Group, said…

“We will continue to be at the forefront of the action for hockey fans, whether they’re watching sports from a seat in the arena or at home on TV. Our partnership with the New Jersey Devils allows us to be on the ice during the action and in-game messaging is the perfect way to reach hockey fans during the games.”

William Hill lawsuit:

In other recent FanDuel news, on October 23 the local subsidiary of British online sportsbook operator, William Hill, reportedly filed a lawsuit against the company with the United States District Court for the District of New Jersey. The London-listed firm’s William Hill US subordinate claims that FanDuel copied its ‘how to bet’ guide almost verbatim.