On Thursday, US sportsbook operator William Hill US announced that it has entered a multiyear strategic partnership with the National Hockey League (NHL).

As part of the partnership, William Hill has been named an “Official Sports Betting Partner of the NHL.”

Under the partnership, William Hill will be allowed to use NHL branding in advertising and promotional material.

The wider terms of the partnership were not disclosed.

Gary Bettman, Commissioner of the NHL said: “This new partnership is yet another example of the innovative yet practical approach our League is taking with the emerging sports gaming industry.

“We continue to work directly with stakeholders to cultivate relationships across the sports betting landscape. Partnering with William Hill US, a leader in both the sportsbook and mobile betting marketplace, provides a tremendous opportunity to further fan engagement.”

The NHL has entered partnerships with multiple gambling companies in the wake of legalized sports betting in the US. The league is currently partnered with MGM Resorts and fantasy sports provider turned sportsbook operator FanDuel.

Joe Asher, CEO of William Hill US, said: “We are thrilled to become an official sports betting partner of the National Hockey League.

“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.”

William Hill is currently engaged in partnerships with the New Jersey Devils and Vegas Golden Knights.