OXON HILL, Maryland – Sportsbook operator William Hill US and the National Hockey League announced a strategic partnership agreement Thursday.

The Las Vegas-based company official sports betting partner of the NHL. 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. The deal does not include access to NHL proprietary data.

“This new partnership is yet another example of the innovative yet practical approach our league is taking with the emerging sports gaming industry,” NHL Commissioner Gary Bettman said in a statement prior to discussion at the American Gaming Association’s Sports Betting Executive Summit at MGM National Harbor.

“We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape,” Bettman said. The commissioner added the deal was “a tremendous opportunity to further fan engagement.”

Betting on NHL games has increased 38 percent during the 2018-19 season at William Hill’s Nevada Sports Books. Additionally, according to a recent Nielsen Sports report, NHL fans, when compared to fans of other sports leagues, are more likely to not only wager on their own sport, but also on all other major ‘Big 4’ sports leagues.

In a press conference after Bettman participated in a discussion on the leagues and casinos forging new partnership with MGM Resorts Chairman and CEO Jim Murren, he said William Hill gives the league access to casino industry’s largest sportsbook operator.

William Hill US CEO Joe Asher said, “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.”

Asher suggested the agreement with the NHL could be reopened to allow for a data share agreement.

The NHL has deals with both MGM Resorts International and FanDuel Sportsbook.

Bettman did not rule out the NHL signing other partnership deals and said teams could enter individual arraignments with gaming properties.

William Hill US operates 114 race and sports books in Nevada; and at Monmouth Park Racetrack, Ocean Resort Casino, and Tropicana Atlantic City in New Jersey. The company is also licensed for casinos in Mississippi, West Virginia, Pennsylvania, and Rhode Island and serves as the exclusive risk manager for the sports lottery in Delaware.

Howard Stutz is the executive editor of CDC Gaming Reports. He can be reached at hstutz@cdcgamingreports.com. Follow @howardstutz on Twitter.