New Jersey Devils Name PlayUp Its Sports Betting Partner

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The New Jersey Devils have found a new official sports betting partner in the Australia-based sports betting company, PlayUp. The multi-year agreement signed last Friday will make the digital betting group the presenting partner of the NHL team’s newly redesigned PlayUP Studio and its Season Preview Show, in addition to the Pre-Game Live Show prior to all Devils home games.

Besides, PlayUp will hold a permanent in-arena activation location, the PlayUp Sports Lounge. Alongside this, the sports betting company will have a TV-visible dashboard and virtual signage within the Prudential Center, the multi-purpose indoor arena which also signed a partnership with PlayUp.

First US Pro Team To Partner With PlayUp

The Devils became the first US professional sports team to partner with PlayUp just days after the premium betting entertainment group secured its New Jersey betting license on January 12. The coveted license is the second market access agreement that the Australian company has secured after the recent procurement of their Colorado license. The technology group will launch its new sports betting app and website in the coming weeks. Until then, the company extends a countrywide free-to-play option on

While expressing excitement over their first-ever US sports team partnership, PlayUp’s CEO Dr. Laila Mintas said, “Our mobile sports betting app will be live in New Jersey soon, so engaging the Garden State’s sports fans is extremely important for us.” She said that the unique partnership provides PlayUp with various opportunities to connect with Devils fans, adding that the company is impressed with the off-season success of the NHL team’s innovative content. “We could not be happier to join them as we enter this historic season.” 

More Details of the Deal

Besides becoming the partner of the PlayUp Sports Lounge and the PlayUp Studio, the collaboration will feature various innovative digital pieces bringing New Jersey Devils fans the hockey content they desire most. These include the Devils Season Preview Show and PlayUp Pre-Game Live Show running ahead of each regular season Devils Home Game, in addition to a weekly three-on-three panel hosted by the team’s on-air talent. Furthermore, they will receive a corner in-ice logo and virtual signage on the TV Broadcast in addition to social media content and contests.

Adam Cross, Senior Vice President, Corporate Partnership Sales, Harris Blitzer Sports & Entertainment, said, “Following an off-season that witnessed record digital and social engagement by Devil fans, we were excited to find a partner whose marketing strategies were driven by engagement that amplified the fan experience.” Cross added that they look forward to continuing the league-leading digital consumption by introducing innovative and high-quality hockey-focused sports betting content for sports lovers this season.

About the New Jersey Devils

Established in 1982, the New Jersey Devils are part of the 31-team NHL (National Hockey League). During that time, this NHL team has won three Stanley Cup Championships in 1995, 2000, and 2003, and are entering the 37th season in New Jersey.

The Devils are not unfamiliar with sports betting as the team has been at the forefront of the market sponsorships since the option became available in 2018 following the PASPA annulment. In December 2018, the Devils announced their William Hill Sports Lounge opening in the Prudential Center. The British-based bookmaker created the lounge to offer fans an area for sports betting and game viewing. The lounge was an unprecedented opening in the state, and staff members were readily available to guide new sports bettors with its one-of-its-kind service options.

The Devils latest deal with PlayUp provides an equally exciting opportunity for both the sports team, the sports betting company, and the bettors in the state.

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