William Hill US has further strengthened its presence in New Jersey following the announcement of yet another ground-breaking deal involving major sports media firm MSG Networks. Essentially an extension of the bookie’s existing New Jersey Devils sponsorship deal, this latest arrangement includes a combination of in-game integration, branded content and commercial spots to air during MSG Networks’ Devils game broadcasts, as well as during Devils pre and post-game shows.

“It’s incredibly exciting to partner with William Hill on this first of its kind arrangement with any regional sports network” said Andrea Greenberg, president and CEO, MSG Networks. “With William Hill’s team sponsorship of the Devils in place as well, we are able to provide William Hill with seamless and powerful integration of both media assets and assets at the Prudential Center which we hope will serve as the model for future sponsorships.”

“We are thrilled to partner with MSG Networks on this groundbreaking partnership,” said Sharon Otterman, chief marketing officer of William Hill US. “We are excited to educate fans on sports betting and to help enhance the broadcast with the content fans are seeking.”

With this new MSG Networks partnership, the bookmaker has now officially secured both team and media sponsorship rights for the Devils. Last week, it, the Devils and Prudential Center announced a sponsorship deal highlighted by the “William Hill Sports Lounge,” and will also feature other in-arena advertising and branding across Devils’ digital and social channels.