The following was written by colleague Scott Huntington
While there are plenty of die-hard fans, hockey continues to look for ways to cut through clutter and bring in more casual eyeballs. Can gambling be the way to more fan engagement?
The NHL Gambling Program
While the NBA continues to be the most bullish league in terms of overall partnerships around the growing business of legalized sports gambling in the United States, the NHL is actually best positioned to take advantage of early programs. Why? Location. The league is the only one of the major sports to have franchises in established legalized states and territories (Nevada, New Jersey and now the District of Columbia), giving teams a chance to test and make news with some of the most disruptive owners in professional sports.
In November, the NHL also announced a partnership with FanDuel. Offering official sports betting on specific hockey games. This isn’t just a one-sided relationship, either. FanDuel will be able to offer sports betting in the two states where it is legal, but they will also be able to provide fantasy hockey leagues in all of their operating areas. They will also be able to advertise their service in major hockey arenas, via an advertisement in the ice of the rink, which can help build their business, as well.
After being so negative in regards to betting on their games, challenging gambling rights as recently as 2017, what has caused the change of heart in the NHL?
A Change of Philosophy
Right now, only one team has a deal with FanDuel to allow betting — the Devils. This is primarily due to the team’s owners Josh Harris and David Blitzer. When the two men purchased the team five years ago, they dedicated an enormous amount of time and money to improving the experiences their fans have at their games. This has included more than $20 million in improvements to the Devil’s home rink.
The deal with FanDuel isn’t the only big deal going down right now in the world of the NHL. They’ve also agreed with MGM Resorts to install a league-wide tracking system that gives the Resort access to official league data they can share with their guests.
Then there is William Hill. The bookmaker has also stepped up with partnerships in the areas where gambling is legal, and how has a dedicated area at the Prudential Center in Newark where fans can go and legally bet on any sporting event, although it can right now only be done by downloading the company’s app. The kiosks seen at stadia across the UK are still to be implemented, but the signage, and the buzz, is there.
Fans have changed over the decades since hockey began. Today, especially younger fans, aren’t content to sit in the stands or sit in front of their television and just watch the game. They want to engage with the teams on a more personal level and interact with the game on their terms. Betting on the games — for those fans who are of legal age to gamble in their state — and participating in fantasy hockey leagues are ways to bring in new fans and entice them to stay a while.
The Future of Hockey Marketing
What does this change of heart mean for the future of hockey marketing? Right now, it is driven by buzz and limited by region, and Canada’s play into legalized gambling is also slowing the process. However as more states come on line, and Washington looks to be even more aggressive with what can be done in their arena on a fulltime basis, gambling as a marketing tool for casual fans should help the NHL to grow.
