The NHL's Golden Knights signed a multiyear agreement Tuesday with bookmaker Betfred, naming it its official sports betting partner. The move follows licensing approval from the Nevada Gaming Commission at its latest regular meeting, paving the way for a Betfred sportsbook to open at Virgin Hotels Las Vegas.
Knights President Kerry Bubolz said in a statement: “We’re proud to be partnering with Betfred as they make their arrival here in Las Vegas. Betfred’s US business is Vegas born just like we are, and we’re excited to help them launch their brand in Nevada.”
After being approved to take bets in NV last week w/ plans to open inside the @MoheganLV at @VirginHotelsLV, we have some more exciting news!— Betfred Sportsbook (@BetfredSports) January 31, 2023
We're proud to announce that Betfred is now an Official Sports Betting Partner of the Vegas @GoldenKnights #NHLhttps://t.co/RwK3b2C5bz
The partnership allows Betfred to advertise on the dasher board and LED signage at T-Mobile Arena in addition to the NHL’s new digitally enhanced broadcast signage. The company will also be featured in contests during intermission at select Knights home games and also gain exposure on the team’s digital channel, email newsletter and radio broadcasts.
The Knights became the first NHL team to partner with a sportsbook in 2018 when they signed with William Hill. In 2021, the franchise inked a deal with UpickTrade.com, making the tout service based in Mexico the “Official Sports Pick Service Partner of the Knights," a relationship quickly ended amid backlash from both the gaming industry and sports fans, notes Las Vegas Review-Journal.
Betfred sportsbook officials hope to open at Virgin Hotels in time to take Super Bowl wagers. The book will only offer sports bets to start and will expand to race betting and a mobile app later this year, the company’s officials told the Nevada Gaming Control Board.
The new book at Virgin Hotels is set to offer a “state-of-the-art” IGT wagering system with four betting windows and some betting kiosks. The book will be operated within the Mohegan Tribal Gaming Authority-controlled casino and all but one employee will work for Mohegan. One manager will be a Betfred employee, but player disputes will be handled by Mohegan and not by Betfred.
Bryan Bennett, COO of Betfred Sportsbook, said in a statement: “As a Las Vegas-based company preparing to open our first hometown sportsbook in partnership with Mohegan Casino Las Vegas, we’re very excited to be partnering with the hometown Vegas Golden Knights. We look forward to growing our business here and supporting Las Vegas hockey in the process.”
Partnerships are set to play an important role for Betfred as it eyes expansion in the US. In late 2022, the company signed a similar deal with USL's Loudoun United FC, ahead of the brand's mobile launch in Virginia. The partnership includes the addition of the Betfred logo back-of-jersey sponsor for the Red-and-White home and away kits beginning with the 2023 USL Championship Season with additional brand integrations planned for the upcoming season.