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NHL grows Canadian sports betting presence with BET99 pact

The National Hockey League has expanded its sports betting presence in Canada by naming online gaming company BET99 an official partner of the league in a multiyear deal.

BET99 will partner with the NHL to develop the new free-to-play game “NHL PrePlay." Each game day during the NHL season, fans will be provided a set of predictive outcome-based questions. The winner will receive C$100,000 ($734,000/€693,000).

Additional prizes include NHL Shop gift cards, weekly ticket giveaways, and a monthly trip giveaway to an NHL tentpole event of the winner’s choice.

BET99 will also receive broadcast exposure for its various brands through Digitally Enhanced Dasherboards during United States-based NHL regular season and Stanley Cup Playoffs games broadcast on Canadian network Rogers Sportsnet.

In April, the NHL secured new multiyear sports betting partnerships with FanDuel and BetMGM, which expands the gaming operators’ rights into Canada, as well as the United States.

The Ontario Lottery and Gaming Corp. (OLG) became the first official sportsbook partner of the NHL in Canada in March, in a multiyear deal via its Proline digital and retail platforms.

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