William Hill signs deal with New Jersey Devils

The company will become the official team sponsor of the NHL team located in the East Coast.

US.- William Hill revealed on Thursday that it has become an official team sponsor of the National Hockey League (NHL) team the New Jersey Devils. The sportsbook operator will also have its name on a Prudential Center longe where games can be watched with odds boards displaying the menu of betting options across all sports.

Joe Asher, William Hill US CEO told ESPN that company ambassadors will assist bettors in downloading the company’s betting app as the NHL is still not comfortable with the venue being an actual sportsbook where bets can be placed at windows and kiosks. While there is currently no official opening date, the space for the lounge is being rebranded quickly. The lounge will be open for every event in the venue, including concerts as well.

“Our goal has always been to make Prudential Center the home of sports and entertainment in New Jersey, but ultimately our mission is to create the most dynamic fan experience in the industry today, and the William Hill Sports Lounge will play a part in amplifying fan experience here,” said Hugh Weber, president of the Devils’ ownership group, Harris Blitzer Sports & Entertainment.

“We’re spending a considerable amount of marketing dollars in New Jersey,” Asher said. “It is going to be a very competitive and expensive landscape for the next couple of years. A think a lot of companies in the space feel the need to push hard in the state as a testing ground to prove they can be everywhere. In a way, it’s like the Iowa caucuses in politics.”

“I said that, when fully mature, the New Jersey sports betting market would double that of Nevada,” Asher said. “It’s early days, but I could see how even that is being conservative.”