Unibet has signed a multi-year sponsorship deal with the National Hockey League’s (NHL) New Jersey Devils.
The deal is just the latest sports betting partnership that the Harris Blitzer Sports & Entertainment-owned ice hockey franchise has put in place, cementing its role as one of the most aggressive teams in the U.S. pro sports market.
According to a report by SportBusiness, the partnership will include significant in-arena assets at the Prudential Arena, as well as a presence on the team’s digital platforms. The multi-year deal will also enable Unibet to host hospitality experiences for fans and customers at home Devils games.
As part of the agreement, the iconic former Devils goaltender Martin Brodeur will become a brand ambassador for Unibet. The Hall of Famer and former face of the franchise will be tasked with helping to promote the sports betting platform to both Devils fans and the New Jersey market as a whole.
The announcement marks the latest chapter in Unibet’s continued expansion into the U.S. market. Unibet, which is the flagship brand of on-line gambling operator Kindred Group, is one of the world’s leading online gaming platforms.
With more than two decades of experience, Unibet serves up online sports betting, casino games and bingo in 20 different languages across Europe, Australia, the UK and the U.S.
The company first entered the U.S. market in 2018 and recently opened the doors of its first online sportsbook in New Jersey. The online platform, which can be found in App Store and Google Play, is part of an aggressive expansion in the Garden State in partnership with Hard Rock Hotel & Casino Atlantic City.
For the New Jersey Devils, the recently announced partnership with Unibet is just the latest in a series of moves that has seen the franchise continue to cement its position in the sports betting market.
The team, which is due to enter its 45th NHL season in 2019, previously inked agreements with sports wagering leaders including FanDuel, William Hill US and Caesars Entertainment. The aggressive expansion of its betting sponsorship has propelled the team to a position as an industry leader amongst U.S. pro sports teams when it comes to sports wagering.
Given their previous experience in the sporting arena, Unibet looks like an ideal partner for the storied NHL franchise. Earlier this year the sports betting company announced a record-breaking shirt sponsorship deal with Belgian soccer giants Club Brugge and has also previously sponsored historic English team Leeds United during a pre-season tour.