William Hill US has signed a multi-year deal to serve as an official sports betting partner of the National Hockey League (NHL).

The US sportsbook operator becomes the NHL’s third betting partner, alongside MGM Resorts International and Paddy Power Betfair’s FanDuel.

As an official partner, William Hill will receive promotional media in relevant NHL markets and will leverage branding opportunities in connection with the league’s calendar of marquee events.

“This new partnership is yet another example of the innovative yet practical approach our league is taking with the emerging sports gaming industry,” said NHL commissioner Gary Bettman. “We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape.

“Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”

William Hill US chief executive Joe Asher commented: “We are thrilled to become an official sports betting partner of the National Hockey League. Commissioner Bettman and his team at the NHL have been at the forefront of understanding the opportunities to engage fans through sports betting. Combined with our existing partnerships with the Vegas Golden Knights and New Jersey Devils, we are extremely excited to continue to build our relationship with the NHL.

“We appreciate the progressive and collaborative approach of the NHL and are encouraged by the early results.”

Shares in William Hill plc (LSE:WMH) were trading down 1.32 per cent at 153.30 pence per share in London Friday morning, just off their 52-week low of 148.10 pence per share set on March 26th.