Sydney-based sportsbook PlayUp will attach its brand to the Devils' in-arena studio and a main concourse betting lounge at Prudential Center as part of a multiyear sponsorship deal signed ahead of the betting site’s planned launch in New Jersey next month. The Devils open their season tonight. Granted a license to operate in the state earlier this week, PlayUp joins a Devils sportsbook sponsor portfolio that also includes Caesars Entertainment and Unibet. It gained access to New Jersey through an agreement with Freehold Racetrack.
The betting lounge replaces one that operated for the last two seasons under the William Hill brand, which did not renew its expiring deal after it was purchased by Caesars late last year. Caesars sponsors a Prudential Center premium club. Along with branding the studio that will open when fans return, PlayUp will sponsor a team-produced pregame show available on Devils digital platforms. The sportsbook also gets TV-visible logos on-ice and on dasherboards, as well as virtual signs in broadcasts.
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"It was very important to them to build a synergy between their product, their app, and that consumer who is going to be viewing us online and digitally," said Harris Blitzer Sports & Entertainment Senior VP/Corporate Sponsorships Adam Cross. "They’re going to be the presenting partner of the studio. And all the content that we’re pushing out is going to be promoting PlayUp." PlayUp also has secured access in Colorado, though it has not launched there yet. Headed by U.S. CEO Laila Mintas, PlayUp announced completion of a $25M funding round in November. Mintas previously chaired the advisory board for sports betting platform startup Bet.Works and as deputy president of Sportradar US.
