The NHL and bookmaker William Hill U.S. announced a strategic venture Thursdaythat the latest of countless deals by professional tournaments and sports betting operators.

During this agreement, William Hill U.S. will develop into an official betting partner of the NHL and receive promotional press and branding opportunities in connection with league events.

William Hill, that works Sports books in Mississippi, Nevada, New Jersey and West Virginia, has seen a 38-percent increase in betting on hockey this season, according to a release announcing the partnership with all the NHL.

“Commissioner [Gary] Bettman and his team at the NHL are at the forefront of realizing the chances to participate fans through sports betting,” Joe Asher, CEO of William Hill U.S., said in the release. “Combined with your current partnership with all the Vegas Golden Knights and nj Devils, we’re incredibly excited to continue to build our relationship with the NHL.”

Back in Octoberthe NHL consented to betting partnership with MGM Resorts that comprised faith to real time complex game data that’s being developed with the league. The William Hill-NHL deal doesn’t include an info element.

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