FanDuel has become the official daily fantasy sport and sports betting partner of the National Hockey League (NHL) in a multi-year partnership, announced on Monday this week. FanDuel also drew up a partnership with the New Jersey Devils, signalling its inaugural agreement in sports betting with an NHL team.

The new NHL agreement gives FanDuel access to opportunities to provide its daily fantasy customers with exclusive NHL content and prizes including VIP experiences. The company also plans to promote free-to-enter single-game fantasy contests for the NHL Winter Classic, NHL Stadium Series and other marquee events throughout the NHL season.

“We are continuing to be progressive in our approach to the sports betting category, working directly with the industry and focusing on innovative opportunities for fan engagement,” said NHL commissioner Gary Bettman to the Associated Press. “Teaming up with an industry leader like FanDuel furthers our strategy of aligning with leading brands that share our vision of using new platforms and technology to drive innovation and engage and excite hockey fans.”

“Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow,” added Matt King, CEO of FanDuel Group. “The League’s clear vision for these categories and this partnership marks an exciting time for both organizations.”

The separate agreement with the New Jersey Devils facilitates brand exposure for FanDuel during all Devils’ regular-season home games. The partnership will support FanDuel’s connection with  fans and guests of the No. 8 Most Played Arena in the World via integrated social, digital and in-game activation platforms. This will enable FanDuel to highlight its “Live In-Play” betting options available on its new FanDuel Sportsbook app.

Adam Davis, Harris Blitzer Sports & Entertainment CRO, told AP: “The FanDuel Sportsbook user is an educated consumer interested in engaging with multiple sports teams and events in dynamic and interactive ways. Their emphasis on creating innovative platforms and promotions to connect with and galvanize their consumers parallels the fan first mentality at the New Jersey Devils.”

“We will continue to be at the forefront of the action for hockey fans, whether they’re watching sports from a seat in the arena or at home on TV,” said  Kip Levin,  COO of FanDuel Group. “Our partnership with the New Jersey Devils allows us to be on the ice during the action and in-game messaging is the perfect way to reach hockey fans during the games.”