76ers, Devils Ink PartyPoker Pact, First Major U.S. Sports Teams With Online Gambling Deal

The 76ers and Devils have "signed a multiyear marketing agreement" with PartyPoker, becoming "the first major U.S.-based professional sports teams to align themselves with online gambling," according to Scott Soshnick of BLOOMBERG NEWS. The agreement between the unit of Gibraltar-based Bwin.Party Digital Entertainment, the teams and Prudential Center "comes about a year after New Jersey legalized online gambling." 76ers, Devils and Prudential Center CEO Scott O'Neil said, "This is our flag in the ground that we do things differently. We’re looking for groundbreaking opportunities with companies willing to take chances." Soshnick cited a source as saying that the agreement is "worth at least" $10M. NFL and MLS rules "prohibit teams from accepting online gaming sponsors." MLB Senior VP/PR Pat Courtney said that the league "considers such deals on a case-by-case basis" and that he "wasn’t aware of any existing agreements." NBA Exec VP/Global Marketing Partnerships Mark Tatum said that 28 teams "have casino sponsorships and 20 have lottery deals." Tatum: "As long as the gambling site doesn’t include sports gambling or sports betting; it’s now allowed within our rules." PartyPoker as part of the deal "will become the official online gaming partner" of the 76ers, Devils and Prudential Center. The deal "includes social media and digital asset creation, including mobile." PartyPoker also will get "traditional in-arena advertising and television spots." Bwin has marketing agreements "with a number of European-based sports franchises" including EPL club Manchester United and La Liga club Real Madrid (BLOOMBERG NEWS, 1/9).

KNOW WHEN TO HOLD 'EM: O'Neil said that fans "can expect to see ads on the dasher boards of Devils games and on courtside signs at 76ers games, with booths at the Prudential Center that will help fans gain information about how to sign up to play online games for money." O’Neil added that after talks with "several online poker operators, it became clear that PartyPoker was the best choice." In New Jersey, John Brennan noted the Maple Leafs "have had a similar deal" with Isle of Man-based PokerStars since '07 (NORTHJERSEY.com, 1/8). 76ers PR Dir Michael Preston yesterday said that the 76ers and Devils' new partnership with PartyPoker "would be immediately visible with simultaneous 'arena takeovers'" Saturday for the Panthers-Devils game at Prudential Center and the Knicks-76ers game at Wells Fargo Center (PHILADELPHIA INQUIRER, 1/9).