The Detroit Red Wings has chosen PointsBet as the new official gaming partner of the National Hockey League (NHL) franchise and its Little Caesars Arena venue.
The partnership, which is centred around fan engagement, will see the Red Wings rebrand the Sports and Social Detroit at the stadium to the PointsBet Sports Bar.
Expected to be operational in 2021, the facility will offer a full-service food and beverage menu, high-definition televisions, live betting odds, special guests, unique programming, VIP access and gaming promotions.
“We are thrilled to extend our relationship with the Ilitch organisation and announce this partnership with the Detroit Red Wings, a very proud and storied NHL franchise with an extremely passionate fanbase,” said Johnny Aitken, CEO of PointsBet USA.
“We now have the unique opportunity to work closely across both the Red Wings and Tigers, and we look forward to leveraging our competitive advantage of owning our technology environment from end to end to implement engaging product innovation and personalised offerings to complement our app’s market-leading speed.
“PointsBet offers the most betting options in the world on NHL and MLB games via our unique PointsBetting product, and we are excited to unveil a deep and differentiated betting option into the great state of Michigan.”
Furthermore, PointsBet will have a sponsored presence across the Red Wings’ digital platforms and radio network, as well as being integrated into The District Detroit mobile app. The online bookmaker will feature regularly on the in-house Red Wings and Tigers twice-weekly streaming show, The Word on Woodward. The group was named the official gaming partner of the Major League Baseball‘s (MLB) Detroit Tigers last July.
The collaboration also features television broadcast-visible virtual signage just inside the blue lines, as well as LED PointsBet signage and branding throughout Little Caesars Arena during Red Wings home games.
Chris Granger, Group President of Sports and Entertainment at Ilitch Holdings, explained: “Our fans will enjoy the lively atmosphere of the PointsBet Sports Bar and the energy this partnership will bring to the game-day experience in and around Little Caesars Arena.
“We are proud to deepen our relationship with PointsBet and we look forward to creating dynamic experiences for our fans.”