When the US Supreme Court overturned PASPA like that angry bitmoji flipping a table, the ushering in of “sportsbook plus pro team partnerships” was inevitable.
It’s expected that the homecoming queen is going to date the quarterback. If you’re buying Smucker’s raspberry jelly, you’re only doing so to pair it with some peanut butter and bread. So on Tuesday when William Hill US announced its partnership with the Vegas Golden Knights, it wasn’t so much a surprise as it was a, “well yeah that’s what they’re supposed to do.”
Still, this marks the first sportsbook pairing with an NHL team. Let the proliferation begin!
What’s the significance?
Other than getting the ball rolling on more sportsbook/pro team partnerships like we see in Europe, which is great, there’s not much significance here. This is an advertising-heavy play. According to the release:
The partnership will feature a TV visible dasherboard, in-arena signage, updated league-wide odds displayed on the in-arena Knight Tron during intermission, an away game watch party, and recognition on the LED ribbon board of the “William Hill Line Change” when the Golden Knights make a line change during the game.
Given how heavily Vegasans (Vegans?) bet the Golden Knights last year, capturing that action will be a boon for Willy Hill.
Unless, of course, the Golden Knights manage to capture the Cup this season, which will make all of their newfound bandwagon fans even all that more insufferable.
Regardless, it’s smart business for both Hill and the Golden Knights. Your move, Devils, Penguins and Flyers.