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PlayUp sponsors NHL’s New Jersey Devils


Australian daily fantasy and sports betting operator PlayUp has secured an agreement with the National Hockey League (NHL)’s New Jersey Devils, which becomes the operator’s first US professional sports team partner.

The deal sees PlayUp become the presenting partner of the Devils’ newly redesigned PlayUp Studio, the team’s Season Preview Show and the Pre-Game Live Show that broadcasts prior to all Devils home games.

The operator will also open a branded sports lounge at the team’s Prudential Center arena. It will also have a TV-visible dasher board on the rink, a corner in-ice logo and virtual signage within the arena.

“We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership,” said Laila Mintas, the operator’s US chief executive .

“Our mobile sports betting app will be live in the Garden State soon, so engaging New Jersey sports fans is extremely important for us,” Mintas explained. “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.”

Adam Cross, senior vice president, corporate partnerships sales for New Jersey Devils owner, Harris Blitzer Sports & Entertainment, added: “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,” Cross said. “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.”

Having secured market access in New Jersey this week, PlayUp expects to launch its new app and website in the state in coming weeks. Until then, it is offering customers a free-to-play version of its website.

The operator gained access through a deal with FR Park Racing, the sports wagering certificate holder and operator of New Jersey’s Freehold Racetrack.

PlayUp’s online sportsbook was approved for launch in its first US state, Colorado, in July 2020, where it secured market access through its partnership with Bull Durham Casino in Black Hawk.

Mintas was brought in last July to spearhead the operator’s expansion as chief executive of its US division.