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.”