NHL annual revenue could increase by 200m from sports betting

Annual NHL revenue could increase by $216m due to the impact of legal, regulated sports betting, according to a study commissioned by the American Gaming Association (AGA).

A Nielsen Sports study has analysed the revenue streams legal sports betting could generate for the NHL; $151m of which would come from increased consumption of the league’s products.

This would include media rights, sponsorships, merchandise and ticket sales.

An additional $65m would be generated from spending by betting operators and data providers, spread between advertising, sponsorships and data.

The study was carried out by surveying more than 1,000 adult sports fans – not limited to NHL supporters – and self-identified sports bettors.

Sara Slane, AGA Senior Vice President of Public Affairs, said: “Today’s announcement reaffirms that legal, regulated sports betting will create significant new revenue opportunities for sports leagues.

“Much like the NHL’s recent successful expansion into Las Vegas, legal sports betting will continue to expand across the country, bringing with it a $216m opportunity for the league.”

The AGA last month published details of a similar study for the NFL, suggesting legal and regulated sports betting would generate $2.3bn a year for the American football league.

Slane also recently spoke exclusively to Gambling Insider for the November/December issue. Sign up here to read the full interview when it is published.