Canadian-based online sports betting, casino, and free-to-play company Bet99 and the National Hockey League announced a new multi-year partnership on Tuesday.
As an official partner of the NHL, Bet99 has launched its free-to-play “NHL PrePlay” game in Canada as part of the deal. Fans can answer questions about various NHL games to earn points throughout the season and the top points recipient will win a grand prize of $100,000. Other prizes will include NHL Shop gift cards, ticket giveaways, and trip giveaways to special events, such as the Winter Classic.
Bet99 will also receive marketing rights for its various brands, including digital board advertisements during U.S.-based NHL regular season and Stanley Cup Playoffs games broadcast on Rogers Sportsnet.
“This partnership is groundbreaking for Canadian hockey and sports fans,” said Jared Beber, CEO of BET99, in a press release. “NHL PrePlay will amplify fan engagement and excitement around NHL games, especially the prizes, which include access to once-in-a-lifetime experiences. Designed to support our focus on education within the gaming space, the game offers opportunities for players to explore the space and become more knowledgeable without making real-money wagers. Not only is the NHL PrePlay program innovative and a great access point for new and potential bettors, but the educational aspect also fits well with our focus on responsible gaming. We’ll also leverage our partnership with NHL star Auston Matthews, taking this agreement to the next level.”
Bet99 became a fully licensed iGaming platform in Ontario on Oct. 31, the last day the Alcohol and Gaming Commission of Ontario allowed grey market operators to transition to the new regulated market in the province without service interruption.
The new deal with the NHL is the latest in a flurry of sponsorship deals for the operator, which boasts UFC legend Georges St-Pierre, two-time Olympian Alysha Newman, and Toronto FC legend Sebastian Giovinco as brand ambassadors alongside Matthews. Bet99 also has sponsorship deals with the Montreal Alouettes, CF Montreal, and the Ottawa Senators.
In a separate announcement on Tuesday, Bet99 is also teaming up with Postmedia to launch a new channel called Betting Essentials, which runs across Postmedia’s 130-plus news websites and provides an accessible sports betting hub to help readers transition from casual bettor or sports fan to expert in the space with the help of news, advice, and easy-to-navigate betting content.
Last week, Bet99 also announced a four-year partnership with Simcoe County Rovers FC, a Canadian semi-professional soccer club based in Barrie that plays in the League1 Ontario men’s and women’s divisions. The soccer franchise is owned by several former Canadian national team players including Julian de Guzman.
Last March, the Ontario Lottery and Gaming Corporation (PROLINE and PROLINE +) became the first sportsbook partner of the NHL in Canada. The NHL has a number of other sports betting partners in the United States and globally including FanDuel, MGM Resorts, Betway, Bally’s Corp., PointsBet, DraftKings, and William Hill, among others.
