• Loading stock data...
Friday, July 11, 2025

How the Golden Knights Landed Their Sportsbook Partnership With William Hill

Golden Knights - William Hill

When the NHL announced it would allow partnerships with sportsbooks at the end of July, the Vegas Golden Knights jumped at the opportunity.

It took less than two months for the first partnership to emerge, and the second-year team announced its multi-year deal with William Hill US.

Golden Knights Senior Vice President and Chief Sales Officer Jim Frevola said the two sides had discussions before the inaugural season, but because of the league rules led to premium seats and season tickets. Once the rules changed, however, all bets were off.

SEE MORE: Executive Buy-In Helps Propel Dallas Stars’ Digital Strategy 

“When the rules changed, we were positioned in the market that makes a lot of sense,” Frevola said. “Our organization, from [President] Kerry Bubolz on down, we were in Vegas and more aware of the industry shifts and guided by great partners in the space. We were really prepared and that’s what I think I’m the proudest of is we were prepared to work in that space and get the first deal done.”

“It was a seamless process, and by the third meeting we were verbally agreed and from there it was more checking the boxes and making sure we were doing things right.”

While the NHL still has guidelines when it comes to gaming and sportsbook partnerships, Frevola said William Hill and other companies in the space are well aware of the rules in their industry and don’t want to overstep any boundaries to upset the NHL or Golden Knights.

Both parties are still working through exactly what the partnership means and what it can lead to in the future. One notable separation with the partnership is a separation of player imagery.

SEE MORE: Carolina Hurricanes Put Local Emphasis on New Marketing Initiatives

“It’s much more complicated than, say, Krispy Kreme,” Frevola said of the team’s partnership with the industry giant, which leads to free doughnuts for every shutout. “We’re still learning and massaging around things. As we look at activations, we’re pulling out the league memo and making sure we’re doing it right.”

Among the activations are in-arena signage, updated league-wide odds displayed on the scoreboard, and an away-game sponsored watch party.

Frevola might be most excited about an idea brought to them by the sportsbook, a once-a-period LED ribbon board “William Hill Line Change” when the Golden Knights switch lines in the game.

“It’s not really about betting lines; just a really good play on words,” he said. “I give all the credit to Joe Asher, their CEO, and his marketing team. It’s specific to hockey, not over the top and natural to game flow.”

Other activations could be coming in the future, but there’s nothing imminent.

Frevola also mentioned that the TV-visible dasher board logo will be great, as sportsbooks proliferate the rest of the nation and in markets with hockey teams, such as New Jersey. Sports betting is also legal in Delaware, Mississippi, and West Virginia.

SEE MORE: Arizona Coyotes Go Local As Season Begins

William Hill does have 108 race and sportsbooks in Nevada, as well as its mobile app — and is excited for similar reasons as the Golden Knights.

“We are headquartered in Las Vegas and have seen firsthand what this team has done for our community,” Asher said. “We are proud of the fact that this is the first sponsorship agreement between a sports book and an NHL team in the country.”

Partnerships between sports teams and sportsbooks are fairly commonplace in Europe — William Hill was founded in 1934 in the United Kingdom — so it’s likely that more will be coming in the future, maybe even for the Golden Knights. Frevola said there are already conversations with other sportsbooks in the works.

[mc4wp_form id=”8260″]

The Golden Knights have been experimental with their “non-exclusive, competitive separation” for sponsorships, Frevola said. He pointed toward the partnerships with the various casino partners in Las Vegas like MGM Resorts International, Cosmopolitan of Las Vegas, Wynn Resorts and the D Las Vegas.

“We’ve done a good job of making sure all partners are getting great value but something special and unique because we have the non-exclusive,” he said. “They aren’t bumping into each other, and it’s the same approach to the sportsbooks.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Oct 27, 2024; Philadelphia, Pennsylvania, USA; A general view of the Wells Fargo Center before game between Philadelphia Flyers and Montreal Canadiens.

New Philly Arena Will Redefine Home-Court Advantage, CEO Says

The forthcoming venue will arrive with plenty of ambition among its owners.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
TSU Hockey at Bridgestone

Tennessee State’s HBCU Hockey Ambitions Delayed at Least a Year

The school will not launch the first-of-its-kind program as intended.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.