NHL ice hockey team New Jersey Devils has entered into commercial partnerships with Chilean wine brand Casillero del Diablo and Denver-based restaurant chain Smashburger.
Casillero del Diablo, which is also a partner of English Premier League football club Manchester United, will have its wines made available at premium bars, clubs, lounges and suites at the Devils’ Prudential Center during home matches and at special events and concerts.
Under the designation of official wine of the New Jersey Devils, Casillero del Diablo will give fans the opportunity to take part in exclusive wine tastings through social media and retail-based sweepstakes.
Smashburger makes the Devils its first NHL partner on the east coast having inked a deal with its hometown Colorado Avalanche earlier this season.
The collaboration will give fans who post pictures of themselves in Devils attire at a New Jersey Smashburger location to Facebook, Instagram or Twitter a chance to win tickets and team experiences. Smashburger will also be the presenting sponsor at a number of in-arena features at matches, including the highlight-based Smash Reel.
Terms for both deals were not disclosed – the latest commercial boosts secured for the Devils after the ownership group led by investors Josh Harris and David Blitzer took charge of the franchise 16 months ago.