BetMGM Adds The Hockey News to Exclusive Sports Betting Partnership Portfolio

The NHL continues to have the eye and ear of elite betting brand BetMGM. Already an Official Sports Betting Partner of the league, BetMGM last week brought on its most recognizable star, Wayne Gretzky as brand ambassador and this week, the provider inked an Exclusive Sports Betting Partnership with the sport's biggest print publication, The Hockey News.

“The Hockey News has long been the trusted leader among hockey fans for the best news and analysis. They’re an ideal partner for BetMGM to reach one of the most passionate and knowledgeable fan bases in all of sports,” said BetMGM Chief Revenue Officer Matt Prevost in a press release on June 3.

The Hockey News Reach

The Hockey News has long been the go-to information magazine for hockey fans, from their preseason previews to their Fantasy Draft editions to their second-to-none playoff predictions. An estimated dedicated readership of 1 million have come to rely of the Hockey News' stable of expert personalities for the best insider knowledge about the sport they love.

Founded in 1947, the traditional print publication produces an edition six times per year. The Hockey News has since evolved to include a top-tier hockey-based website, a popular YouTube channel, a radio show with Sirius XM radio and a host of podcasts dealing with the latest goings-on in the NHL and developments in the sport worldwide.

The BetMGM Angle

Not unlike many sports media outlets in the North American market, there came a need for The Hockey News to integrate legal sports betting into their content. You would be hard-pressed to find any North American outlet that doesn't have daily odds and betting trends built into their daily subject matter.

BetMGM has become that vehicle to which The Hockey News will be able to incorporate the betting angle into their daily offerings. The two signed a multi-year content-sharing deal to bring customers of the print publication and users of The Hockey News site dedicated, unique hockey-betting content.

Each will benefit from the others' expertise with The Hockey News bringing a fanatical hockey viewership into the BetMGM fold and the betting provider bringing industry-best odds and knowledge of the sports betting scene into the relationship.

“When looking for the best sports betting partner for our readership, trust and brand positioning were key factors,” W. Graeme Roustan, owner and publisher of The Hockey News said. “BetMGM is a trusted, well-known operator and we couldn’t be more excited to have found a long-term partner for our sports betting related content.”

BetMGM's Continued Hockey Focus

BetMGM has been in the NHL's corner over a year. The betting provider was the first to sign on as official betting partner of the league and has deals in place with a few of its iconic franchises as well. The Detroit Red Wings, Los Angeles Kings, Vegas Golden Knights, and Washington Capitals are four such franchises that currently have BetMGM as an official sports betting partner.

Earlier this month, BetMGM seized on the value of the NHL brand and signed hockey royalty, "The Great One", Wayne Gretzky as brand ambassador.

Could There Be More to the Hockey News Deal?

There is a school of thought that BetMGM could be positioning themselves for a major stake in the Canadian legal sports betting market that is currently making its way through the country's Senate. The opening up of the hockey-crazed Canadian market hasn't happened just yet but is seen to be just on the horizon.

Having a strong relationship with Canada's biggest sports league, arguably its most popular citizen and an iconic print publication in that country could go a long way in establishing the BetMGM brand in a market that hasn't even gone live yet but is expected to be massive.

Aligning with hockey is a smart and effective way of getting a leg up in the prospective Canadian market.

So, the acquisition/partnership/expansion spree continues within the bustling North American legal sports betting market with another media entity falling in line with a legal sports betting provider. Look for more deals to come down the pike as the need for unique content grows along with the intense competition for the shrinking list of available material.