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PlayUp Signs Partnership Deal With NHL New Jersey Devils

James Murphy
by in NHL on
  • Australia’s PlayUp Sportsbook has announced a deal with the NHL New Jersey Devils.
  • Earlier this week, PlayUp announced they had gained market access in New Jersey.
  • PlayUp will also be entering the Colorado market early this year.

The New Jersey Devils and the Prudential Center have announced a deal with Australian owned sportsbook PlayUp. PlayUp becomes the presenting partner of the team’s newly redesigned ‘PlayUp Studio’ as well as the pregame show prior to home games. In addition, the sportsbook will have a permanent in-arena activation location called the ‘PlayUp Sports Lounge’ as well as branding on the dasherboards, ice and elsewhere in the arena.

PlayUp is poised to enter the New Jersey market in addition to their previously announced move into the red hot Colorado sports betting market. They’re expected to go live in both states during Q1 of 2021. The press release announcing the deal with the New Jersey Devils indicated that PlayUp will go live in the state ‘in the next few weeks’. They’ve also launched a ‘free to play’ website at https://freeplay.playupusa.com/.

Dr. Laila Mintas, Chief Executive Officer – USA, PlayUp, had this to say about her company’s first ever sports partnership:

“We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership. Our Mobile Sports Betting app will be live in the Garden State soon, so engaging New Jersey sports fans is extremely important for us. 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, Harris Blitzer Sports & Entertainment (owner of the Devils and Pru Center) is excited to be working with PlayUp:

“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 who’s marketing efforts were driven by engagement that amplified the fan experience. 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.” 

The press release continued to outline some more of PlayUp’s branding received as part of the deal:

In addition to becoming the presenting partner of the PlayUp Studio and the “PlayUp Sports Lounge”, the partnership will feature multiple innovative digital pieces bringing Devils fans the hockey content they covet most. These include the Devils Season Preview Show, PlayUp Pre-Game Live Show running prior to reach regular season Devils Home Game and a weekly three-on-three panel hosted by Devils on-air talent. In addition to PlayUp’s digital content, they will receive a TV-visible dasherboard, corner in-ice logo, virtual signage on the TV Broadcast and Social Media content and contesting.  

PlayUp first made public their move into the US market when they announced a deal to offer online betting in Colorado last July. In November, they announced that they had raised $25 million in capital specifically earmarked for their US expansion.

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