The Vegas Golden Knights continue to break the mold, even as they prepare for their second season in the NHL.
William Hill U.S. announced Tuesday it will form the first-ever partnership between a sports book and an NHL team by collaborating with the Golden Knights.
It is a multi-year partnership that will involve engaging with fans of legal betting age through various promotional platforms, including a TV-visible dasherboard, in-arena signage, league-wide odds displayed on the T-Mobile Arena video board during intermissions, and mentions of the sports book on Golden Knights line changes.
William Hill was founded in the United Kingdom, where it still generates most of its revenue, in 1934. It operates over 100 race and sports books in Nevada and is the state's leading mobile sports betting app.