PlayUp becomes presenting partner of the New Jersey Devils

Ed Mulholland-USA TODAY Sports PA Images

Online betting and entertainment firm PlayUp has struck a deal with the New Jersey Devils and Prudential Center this week. Under the terms of the multi-year agreement, the company will become the presenting partner of the Devils newly redesigned PlayUp Studio, the team’s Season Preview Show, as well as the Pre-Game Live Show prior to all Devils home games. 

PlayUp will also hold a permanent in-arena activation location called the “PlayUp Sports Lounge,” as well as a TV-visible dasher board, corner in-ice logo, and virtual signage within Prudential Center.    

Via this partnership, the Devils become PlayUp’s first US professional sports team partner. Already this week, the firm secured its New Jersey Betting license, marking the second market access agreement after the recent acquisition of a Colorado license. 

“We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership,” said the company’s USA CEO Dr Laila Mintas. “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, commented: “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.”