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US – William Hill signs deal with the Devils

By - 26 October 2018

William Hill US, the New Jersey Devils and Prudential Center have signed a multi-year agreement, signifying the first professional sports team to partner with a sportsbook in New Jersey after the state’s legalisation of sports betting in June 2018.

The partnership, with two of Harris Blitzer Sports & Entertainment’s marquee properties, is highlighted by a permanent in-arena activation called the “William Hill Sports Lounge.” With the goal of providing a dynamic and engaging sports viewing experience, the lounge will feature more than 20 digital screens showcasing the world’s most popular sporting events and compelling odds. Located outside Section 18 on the Main Concourse of Newark’s Prudential Center, the William Hill Sports Lounge will be open for all Devils home games and the more than 175 concerts and special events held at the arena annually.

With the NHL unwilling to allow the venue to become an actual sportsbook where bets can be placed at windows and kiosks, William Hill US CEO Joe Asher informed that company representatives would help bettors download William Hill’s betting app. Betting odds will be shown in the sports book and also on the team’s 4-story scoreboard located high above the pitch.

“We are thrilled to partner with the New Jersey Devils and Prudential Center,” said Mr. Asher. “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.”

“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,” said Hugh Weber, President of Harris Blitzer Sports & Entertainment, the New Jersey Devils and Prudential Center. “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.”

In addition to the William Hill Sports Lounge, the partnership will feature a TV-visible dasherboard; dynamic, in-arena signage; and recognition on the LED ribbon board of the “William Hill Line Change,” which will occur at the first New Jersey Devils’ line change each period. During Devils games, updated league-wide odds, presented by William Hill, will be displayed on Prudential Center’s 9,584-square-foot, four-story-tall scoreboard, the largest in-arena scoreboard in the world.

Outside of the arena, William Hill will sponsor fan watch parties for Devils games at Monmouth Park. The partnership will also feature promotions for William Hill on the team’s radio and digital broadcast on the Devils Hockey Network, on Prudential Center’s exterior marquee LED billboard, and across the Devils’ digital and social media channels.

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