New Jersey Devils forms alliance with betting tech firm PlayUp

National Hockey League (NHL) team the New Jersey Devils has announced a multi-year agreement with betting technology provider PlayUp.

This marks the first time the Australian betting entertainment and technology group has sponsored a professional US sports team, having recently obtained its New Jersey betting license, in addition to the approval of Colorado’s gaming authorities.

Under the terms of the agreement with the Devils, PlayUp will become the presenting partner of the teams’ redesigned PlayUp Studio, Season Preview Show and Pre-Game Live Show.

The operator will also hold the ‘PlayUp Sports Lounge’, a TV-visible dashboard corner and virtual signage within the Devil’s Prudential Center ice rink.

“PlayUp is a partner that shares our commitment to providing top-notch and progressive digital experiences for each and every fan,” said Adam Cross, Senior Vice President, Corporate Partnerships Sales at the Devils’ parent company Harris Blitzer Sports & Entertainment.

“Following an off-season that saw record digital and social engagement by Devils fans, we were thrilled to find a partner who’s marketing efforts were driven by engagement that amplified the fan experience. 

“We look forward to continuing our league-leading digital consumption by bringing innovative and high-quality hockey-centric sports betting content to fans this season.”

In addition to digital content and in-stadium marketing PlayUp will also be able to take advantage of social media content and contesting.

The operator plans on launching its new app and website in regulated states in the next few weeks, as well as releasing an online free to play service.

Dr. Laila Mintas, Chief Executive Officer at USA PlayUp, said: “We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership.

“Our Mobile Sports Betting app will be live in the Garden State soon, so engaging New Jersey sports fans is extremely important for us. This unique, digital-focused partnership provides PlayUp with several opportunities to connect with New Jersey Devils fans. 

“We have been impressed with the off-season success of the team’s innovative content and we could not be happier to join them as we enter this historic season.”

The partnership with PlayUp is the latest sponsorship agreement by the Devils as the team – like many others in the NHL – seeks to boost revenues following the financial hardships of the COVID-19 pandemic.

In December the franchise became one of the first NHL teams to sign a helmet sponsorship agreement, alongside the Nashville Predators and Arizona Cardinals.

The deal with the franchise’s arena sponsor Prudential will see the company’s logo appear on Devils’ helmets during home and away matches.

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