Australian sports betting operator PlayUp has secured a multi-year agreement with the New Jersey Devils, with the National Hockey League (NHL) team becoming PlayUp’s first US professional sports team partner.
PlayUp will become the presenting partner of the Devils PlayUp Studio, the team’s Season Preview Show, and the Pre-Game Live Show before all home games, and will also hold a permanent in-arena activation location.
“We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership,” said Dr Laila Mintas, CEO – USA, PlayUp.
“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.”
PlayUp secured its New Jersey betting licence earlier this month, entering its second state in the US following the recent acquisition of its Colorado licence.
Adam Cross, SVP, corporate partnerships sales, Harris Blitzer Sports & Entertainment, commented: “PlayUp is a partner that shares our commitment to providing top-notch and progressive digital experiences for each and every fan.
“Following an off-season that saw record digital and social engagement by Devils fans, we were thrilled to find a partner whose marketing efforts were driven by engagement that amplified the fan experience.”
