William Hill has further grown its US sponsorship portfolio, unveiling a ‘landmark agreement’ to become the first official betting partner of the New Jersey Devils’ NHL team.

In completing the deal, William Hill has agreed a multi-year partnership with US sports conglomerate Harris Blitzer Sports & Entertainment, becoming a lead partner of the Devils and its Prudential Newark Center Arena.

The partnership, which is just the second to be agreed between a betting operator and an NHL team, will see the William Hill branding marketed on the concourse of the Devils’ Prudential Center arena.

Joe Asher, CEO of William Hill, backed the Devils partnership, as a crucial deal for the betting group’s defining US vision and strategy: “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.”

Hugh Weber, Harris Blitzer Sports added: “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. eight‐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 is a trusted, international brand like William Hill.”