Sportsbook operator PointsBet and the Detroit Red Wings have forged a strategic multi-year partnership designed to enhance fan engagement and game-day excitement for fans of the NHL team. The deal includes the rebranding of Sports & Social Detroit at Little Caesars Arena to the PointsBet Sports Bar.
Expected to be operational in 2021, the PointsBet Sports Bar will offer a full-service food and beverage menu, high-definition televisions, live betting odds, special guests, unique programming, VIP access and gaming promotions.
Chris Granger, Group President, Sports & Entertainment, Ilitch Holdings Inc, stated: “Our fans will enjoy the lively atmosphere of the PointsBet Sports Bar and the energy this partnership will bring to the game-day experience in and around Little Caesars Arena. We are proud to deepen our relationship with PointsBet and we look forward to creating dynamic experiences for our fans.”
The partnership also features television broadcast-visible virtual signage just inside the blue lines, as well as LED PointsBet signage and branding throughout Little Caesars Arena during Red Wings home games.
The sportsbook firm will also have a sponsored presence on the Red Wings’ digital platforms, the Detroit Red Wings Radio Network, be integrated into The District Detroit mobile app and be regularly featured on The Word on Woodward, a twice-weekly live streaming show that airs on the Red Wings and Tigers channels.
PointsBet was unveiled as the official gaming partner for MLB’s Detroit Tigers last July.
“We are thrilled to extend our relationship with the Ilitch organization and announce this partnership with the Detroit Red Wings, a very proud and storied NHL franchise with an extremely passionate fanbase,” said Johnny Aitken, CEO of PointsBet USA.
He added: “We now have the unique opportunity to work closely across both the Red Wings and Tigers, and we look forward to leveraging our competitive advantage of owning our technology environment from end to end to implement engaging product innovation and personalized offerings to complement our app’s market-leading speed.”