Unibet has marked its entry into the New Jersey sports betting market by becoming a partner of the state’s National Hockey League (NHL) ice hockey team.
Unibet began sportsbook operations in New Jersey last week and has now signed a multi-year sponsorship deal with the New Jersey Devils – its first with a professional sports team in the US.
The Kindred-owned operator will activate the sponsorship through in-arena and digital presence and will offer customers Devils experiences and hospitality.
Unibet has also announced Devils legend and NHL Hall of Famer Martin Brodeur as a brand ambassador.
“We are incredibly excited over our partnership with New Jersey’s beloved Devils, and especially over welcoming goaltending legend Martin Brodeur to our team,” said Arnas Janickas, head of US marketing at Unibet.
“Together with the Devils and Prudential Center, Unibet players will enjoy a greater entertainment and hospitality experience, and now with our newly launched sportsbook in New Jersey we anticipate a long and successful partnership with the Devils.”
Unibet launched its first online sportsbook in the US on September 10, going live in New Jersey through its partnership with the Hard Rock Hotel & Casino Atlantic City. The operator had been running online casino services with Hard Rock in the state since June of this year.
The deal comes just weeks before the start of the new NHL season in early October.
Adam Davis, chief revenue officer for Harris Blitzer Sports & Entertainment, which owns the Devils, said: “We look forward to connecting this esteemed international sportsbook with the passionate fans of New Jersey, providing one more avenue through which Devils fans can engage and with the most exciting team in the NHL this year.”
Unibet is set to launch in Pennsylvania later this year through a partnership with tribal gaming operator Mohegan Sun.
The Devils previously had a sponsorship agreement in place with bwin.party, struck in January 2014. This deal, which also covered the Harris Blitzer-owned National Basketball Association team the Philadelphia 76ers, was the first commercial partnership between a US professional sports team and an online gambling business.