Former American Gaming Association (AGA) executive Sara Slane will work as a consultant for the National Hockey League (NHL), advising its teams on sports betting strategies.

Slane has confimed she has offered her support to the NHL when it comes to forming new partnerships, gaming legislation and the gaming and sports betting marketplace.

“Any team that is exploring gaming, I can explain to them how to leverage that in a way that draws consumers in,” Slane explained of her business plan. “What I think is fascinating, and super fun is the amount of innovation in the industry. It’s really neat to see, it’s bringing a fresh perspective into an industry. That’s a whole other piece of it.”

Last season, the NHL announced its first-ever sports betting partnership with MGM Resorts International. The league also reached multiyear strategic relationships with daily fantasy sports operator FanDuel and William Hill US, the nation’s largest sportsbook operator.

“Our new partnership with Slane Advisory is another example of our commitment to working collaboratively with the sports betting industry and developing a best-in-class approach to partnerships,” said NHL Chief Business Officer Keith Wachtel.

Slane left the AGA at the end of June to start her own consulting company. Slane Advisory is based in Washington, D.C.

Nine NHL teams are located in states where sports betting has been legalized, with North Carolina the next state likely to join the list.

By Jon Sorensen