William Hill makes history as first sportsbook to enter partnership with US pro sports team.
William Hill has signed a multi-year deal with NHL team the New Jersey Devils, marking the first time a sports betting operator has entered into a partnership with a professional US sports team.
The agreement which involves William Hill US, the New Jersey Devils and the Prudential Center, will be opitimised with the opening of a permanent in-area “William Hill Sports Lounge.”
The sports lounge, to be located near Section 18 on the Main Concourse of the Prudential Center, Newark, will feature more than twenty digital screens, showing the most popular sporting events and William Hill’s odds.
Open for all of the New Jersey Devil’s home games and the 175+ concerts and events held at the center each year, the William Hill Sports Lounge will provide valuable exposure for the sportsbook brand as it looks to cement its lead in the New Jersey market.
The deal will also see a TV-visible dashboard dynamic, in-arena signage and branding, and content on the LED ribbon board of the “William Hill Line Change” – which will be visible at the first Devil’s line change for each period. In addition, William Hill odds for the league will be visible on the Prudential Center’s 9,584‐square‐foot, scoreboard –the biggest such display in the world.
William Hill will also gain valuable brand exposure at fan watch parties at Monmouth Park, and through radio and digital broadcasts on the Devils Hockey Network, on LED billboards and on social media.
Joe Asher, CEO of William Hill US, said:
“We are thrilled to partner with the New Jersey Devils and Prudential Center… With three retail William Hill Sports Books and our Mobile Betting app now available in the Garden State, engaging New Jersey sports fans is extremely important for us. This partnership provides us with a number of fantastic opportunities to connect directly with the passionate supporters of New Jersey’s hockey team.”
While Huge Weber, President of Harris Blitzer Sports & Entertainment, the New Jersey Devils and Prudential Center, commented:
“In William Hill, we have found a partner that shares our dedication to the state of New Jersey and our commitment to creating a dynamic and engaging fan experience,
“As the No. 8‐ranked arena in the world and in light of the New Jersey Devils’ international roster and fanbase, it was only natural that our first partner in this dynamic new category be a trusted, international brand like William Hill.”
(Photo: © Jerry Coli | Dreamstime.com)
