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Coyotes join pack with new betting app

BY SCOTT SHUMAKER Peoria Times Staff Writer

The Arizona Coyotes hockey team launched a new sports betting app, SaharaBets, with partner Sahara Las Vegas on Jan. 12.

The release of SaharaBets, which takes “all bets” on “all sports” allowed by state law, comes more than four months after the Arizona Department of Gaming approved the professional hockey team’s sports betting license.

Under the terms Arizona’s sports betting law, passed in April, the state can approve up to 20 licenses: 10 for professional sports franchises and facilities and 10 for tribal gaming enterprises.

So far, eight sports teams and facilities have received sportsbook licenses from the state. When the state announced license recipients on Aug. 27, all the Arizona sports franchises and venues except the Coyotes had inked partnerships with gaming companies.

That changed Jan. 5, when the hockey team announced the partnership with Sahara Las Vegas. That choice was not surprising to many: the Coyotes are majority-owned by Alex Meruelo, who also owns Meruelo Gaming, parent company of Sahara Las Vegas and Grand Sierra Resort in Reno.

SaharaBets President Andrew Patterson said the mobile betting app will cater to all Arizona sports fans, but there will be perks for Coyotes fans, like a greater variety of wagers available for Coyotes games.

As a sports betting license holder, the Coyotes are entitled to also operate a physical sportsbook within five blocks of their arena, in addition to a mobile betting app.

So far there have been no announcements of a physical location, and Patterson said SaharaBets “is focused on the digital platform.”

For Patterson, the opening up of legalized sports betting across the country — roughly 30 states now allow it — is a boon for leagues and sports franchises. He said leagues are generating new revenue through selling betting data, and teams are also cashing in with partnerships and “increased ad revenue, increased engagement and increased content.”

“Betting is the driver of increased commercialization” in sports, he said.

Patterson called the partnership between the Coyotes and the Sahara Las Vegas “a great opportunity for us to build a brand from the ground up.”

“Obviously there’s a lot of work that goes into it,” he said. “(But) we have a great team.”

Patterson said this week was a “great time to launch” with three home games at Gila River Arena, and SaharaBets personnel will be at the venue to help fans download the app and answer any questions they have. The Coyotes play the Colorado Avalanche at home Saturday, Jan. 15, and the Montreal Canadiens Monday, Jan. 17. PT

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