Betfred Looks To Grow Brand With Golden Knights Partnership


Written By Hill Kerby on February 23, 2023
Las Vegas Golden Knights add Betfred as betting partner


Betfred became the newest sports betting partner of the Vegas Golden Knights at the end of last month, marking the first NHL partnership for the Las Vegas-based Betfred USA Sports.

The union will bring Betfred into T-Mobile Arena and hockey fans’ TVs everywhere. Betfred will gain ad space on the boards and LED signage inside the arena, as well as DED promotion for TV broadcasts.

Betfred will sponsor interactive contacts for fans during intermissions at select home games. It will also have its name integrated into VGK’s digital channels, email newsletter and radio broadcasts.

Golden Knights boast several sponsors

Nevada is the epicenter of sports betting, so it makes sense for a sportsbook with Nevada roots to partner with the state’s only NHL franchise. Interestingly, Nevada has had online sports betting longer than any other US state.

Golden Knights President Kerry Bubolz is happy with the deal.

“We’re proud to be partnering with Betfred as they make their arrival here in Las Vegas. Betfred’s US business is ‘Vegas Born’ just like we are, and we’re excited to help them launch their brand in Nevada.”

While the partnership will bring unprecedented exposure to Betfred, it is far from exclusive. Other sportsbook and casino affiliates of the Golden Knights include:

  • MGM Resorts International (official casino partner)
  • BetMGM (official betting partner)
  • Caesars Entertainment (official casino partner)
  • Caesars Sportsbook (official betting partner)
  • William Hill Sportsbook (official betting partner)
  • Circa Sports (official jersey entitlement partner)
  • Hilton Hotels and Resorts World Las Vegas (official hotel)
  • Wynn Las Vegas (official casino partner)
  • The D Las Vegas (official downtown casino)
  • Station Casinos
  • San Manuel Casinos

Many of these affiliations came with similar terms, especially regarding in-arena advertising during VGK home games. At the same time, what do you expect in Las Vegas? Betfred’s US business may be born in Sin City, but it shares a home with the biggest names in the industry.

How does Betfred distinguish itself?

On the one hand, Betfred is late to the party and risks getting lost in the crowd. On the other, better late than never. 

Betfred is growing nationally and sees its homegrown partnership as an incredible opportunity to take its business to the next level. To stand out from the crowd, Betfred will need to do more than just be another name on the screen. Casinos like The D and Resorts World have played active roles in the community, but most others have done little to connect.

Non-casino partners like Allegiant, Lexus and Pizza Hut have sponsored nights and promos, and Betfred can do the same. Giveaways like signed jerseys, free tickets, upgraded seats and meet-and-greets can go a long way.

Expanding with haste

Betfred has been busy making news in Nevada and throughout the US over the last several months. 

Its VGK partnership came just after receiving approval to operate the sportsbook at the Mohegan Sun Casino inside Virgin Hotels Las Vegas. The sportsbook opened in time for Super Bowl Sunday.

Betfred took part in Ohio’s sports betting launch on Jan. 1. In a gesture to bettors in the state, it paid out all Cincinnati Bengals Super Bowl winner tickets ahead of the AFC Championship Game. That gave everybody who bet on the Bengals to go all the way a win despite the team losing to the Kansas City Chiefs in the championship game.

On Feb. 2, Betfred launched its online sportsbook in Virginia, six weeks after announcing a partnership with Loudoun United FC of the United Soccer League. 

One state to the north, Betfred opened its first retail sportsbook in Maryland in November. On Feb. 9, its online sports betting app went live in The Old Line State. Betfred now operates sportsbooks in 10 states.


Photo by Nam Y. Huh/Associated Press
Hill Kerby Avatar

Written by

Hill Kerby

View all posts by Hill Kerby