BetMGM continues its big bet on hockey. Smack in the middle of the Stanley Cup Playoffs, the elite sports betting brand announced a partnership deal with the top hockey-based print publication, the Hockey News. The latest move builds on a foundation that started out with MGM becoming an Official Sports Betting Partner of the league last year and then its naming of hockey icon Wayne Gretzky as brand ambassador last week.
“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.
A Bit About the Hockey News
For hockey fans, there is no more iconic publication about their sport than The Hockey News. From its draft previews to playoff editions, The Hockey News has long been a virtual bible for those interested in the game since it was created in 1947. It currently has an estimate readership of 1 million and its website is the go-to for hockey fans around the world.
The Hockey News is most known for its print publication, that currently runs six times per year. But the media outlet has certainly changed with the times. The publication has evolved to include a YouTube channel, a Sirius XM satellite radio show, a host of podcasts and one of the most visited websites among hockey fans.
The Hockey News boasts second-to-none expertise about their sport and will now fuse sports betting into their content thanks to experts within the top-tier BetMGM realm.
BetMGM and the Hockey News signed a multi-year agreement that will bring customers unique collaborative hockey-based betting content. The Hockey News will benefit from BetMGM’s wagering analysis from sportsbook experts across all of The Hockey News’ media outlets and BetMGM will benefit from the increased exposure they gain through the throngs of Hockey News subscribers and followers.
Hockey related content will be shared and have a presence on all Hockey News outlets as well as the BetMGM sportsbook app, which has risen to become one of the true elite brands within the legal sports betting space.
“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.”
Taking the Relationship to the Next Level
BetMGM has been one of the most aggressive sportsbooks in their pursuit of a relationship with the NHL brand. Not only is the sportsbook an official sports betting partner of the league, but the betting providers also has sponsorship deals in place with the Detroit Red Wings, Los Angeles Kings, Vegas Golden Knights, and Washington Capitals.
As mentioned, BetMGM late last week inked hockey icon Wayne Gretzky as brand ambassador.
Method to the BetMGMMadness?
During the legal sports betting gold rush in the US, sports betting providers haven’t been shy about signing on with any sporting entities that they think will elevate their brand. Leagues, teams, celebrities and even sporting venues have signed on with companies like BetMGM in order to heighten their profile.
But BetMGM seems to have a clever, ulterior motive for their recent move on the NHL and its relevant brands. Hockey-crazed Canada seems to be on the cusp of legalizing sports betting and BetMGM could be eyeing getting in on the ground floor of their platform launch.
Having Canadian legend Wayne Gretzky in their corner and now a widely read publication, The Hockey News advertising their name, BetMGM seems to have a leg up in the Canadian market even though it hasn’t even been legalized yet.
The Hockey News is just another sports domino to fall during this time of rapid expansion within the global sports betting scene. Look for sports betting providers to continue to attempt to align themselves with anything that will expand their reach as competition stiffens for the few sporting entities that haven’t signed on with a sports betting provider.