NHL’s New Jersey Devils Sign Sports Betting Deal With Australia’s PlayUp

  • PlayUp is now the presenting partner for the Devil’s pre-game shows
  • A newly redesigned studio will be home to content centered around the team
  • The PlayUp brand will be seen on a dasherboard, ice logo, and signage in the Prudential Center  
New Jersey Devils jersey in a block of ice
The New Jersey Devils have signed Australia-based PlayUp as the team’s official sports betting partner. The Devils are the first US professional sports team to collaborate with PlayUp. [Image: Shutterstock.com]

New official partner

The NHL’s New Jersey Devils have a new official sports betting partner, signing a deal with PlayUp, an Australia-based online sports betting company. With the agreement, PlayUp will provide an enriched experience to players by offering premium products to the hockey team’s fan base.

presenting partner of the team’s redesigned PlayUp studio

The multi-year agreement names the operator as the presenting partner of the team’s redesigned PlayUp studio. The two will work together on the Devils Season Preview Show along with the Pre-Game Live Show.

New Jersey Devils deal details

The partnership signifies the first time that PlayUp has signed a deal with a professional sports team based in the United States. Just this week, PlayUp secured a sports betting license in New Jersey to offer services to the many sports fans in the Garden State. The license is the second one in the US for the company, after receiving approval in Colorado. In the next few weeks, PlayUp will launch a new sports betting app and website.

PlayUp’s chief executive officer – USA, Dr. Laila Mintas, commented on the new deal, stating the operator is thrilled to be working with the Devils and their home arena, the Prudential Center. Dr. Mintas pointed out that the app will be live soon, and engaging with sports fans of New Jersey is essential to the company.

a permanent location known as the “PlayUp Sports Lounge”

The deal with PlayUp includes the brand holding a permanent location known as the “PlayUp Sports Lounge.” The brand will be visible on a dasherboard, an in-ice logo, and on additional signage in the Prudential Center.

PlayUp will also focus on creating digital content for fans of the Devils. Along with the Preview Show and Pre-Game option, the operator will offer a weekly panel featuring a three-on-three format.

Long-running sports betting services

The New Jersey Devils are no strangers to sports betting. The team has been at the forefront of industry sponsorships since the option became available in mid-May 2018. In December 2018, the team announced its William Hill Sports Lounge grand opening in the Prudential Center.

William Hill created the lounge to provide fans with an area for sports betting and game viewing. Since the lounge was one of the first of its kind to open in the state, staff members were on hand to assist new sports bettors with service options.

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