After recently being approved for a sports betting license in New Jersey, Australian sportsbook PlayUp has wasted no time in putting its brand in front of as many sports wagering eyes as possible in the Garden State by signing an agreement with the NHL’s New Jersey Devils. The recently signed contract is a long-term one, granting a fixed activation place for PlayUp in the Devils Prudential Center Arena to be named the “PlayUp Sports Lounge”. PlayUp expands U.S. Operations further with the Devils Deal In signing the agreement, the Devils became PlayUp’s first professional sports partnership in the United States, however, it feels like it could be the first of many. Additionally, the innovative online sportsbook secured their license to operate in New Jersey to become their second official license in the American market after their recent license acquisition in the state of Colorado. “We are excited about the agreement with the New Jersey Devils and Prudential Center as our first partnership with US sports teams,” said PlayUp’s CEO in North America, Laila Mintas. She went on to clarify further in a prepared statement: “Our sports betting app for mobile devices will be live soon at Garden State. So, getting New Jersey sports fans involved is extremely important to us”. Mintas also stated that the agreement differs to many others due to the focus on digital interaction and offers PlayUp a wide range of opportunities to connect with fans of New Jersey’s favorite NHL team; “This unique, digital-focused partnership provides PlayUp with several opportunities to connect with New Jersey Devils fans. We were impressed by the off-season success with innovative team content and we couldn’t be happier to join them this historic season” she said. In addition to in-stadium marketing and associated digital content, PlayUp will take advantage of exclusive social media content and contesting rights with the Devils. PlayUp is now the presenting partner for the team’s ‘PlayUp Studio’, the Devils’ regular season preview show after a recent revamp, and the Devil’s live pre-game show, which plays before home games. Featuring the PlayUp Sports Lounge, the branded permanent activation location, there will be TV-visible logos on dasher boards, on the ice and boards, and across other Prudential Center locations. Representing the New Jersey Devils ownership group, Adam Cross, Senior Vice President of Corporate Partnerships at Harris Blitzer Sports & Entertainment, spoke in glowing terms on the PlayUp agreement; “PlayUp is a partner that shares our commitment to providing digital and progressive experiences for each fan”. Cross went on to say; “After a break with a record of social engagement with Devils fans, we were thrilled to find a partner whose marketing efforts were driven by engagement and who expanded the fan experience. And, we look forward to continuing our league-leading digital consumption, bringing innovative, high-quality hockey-focused material to fans this season”. The agreement with PlayUp is the latest sponsorship partnership by the Devils as the New Jersey team – like others in the NHL – seek to give revenues a shot in the arm following the financial obstacles of the global health pandemic. The NHL franchise recently became one of the first teams to sign a helmet sponsorship agreement, alongside the Arizona Coyotes and the Nashville Predators, with the name of the Devils’ arena sponsor, Prudential, to be seen on the team’s helmets during regular season matches. PlayUp to launch its Online Sportsbook in New Jersey and Colorado Soon PlayUp plans to go ahead on launching its new app and online sportsbook in the Garden State and potentially Colorado over the coming few weeks, in addition to the release of an exclusive online free to play service.