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New York Rangers take on gaming partner

NHL ice hockey team New York Rangers has announced a marketing partnership with interactive and mobile casino-themed game provider Caesars Interactive Entertainment, making its World Series of Poker portal the Rangers’ exclusive online gaming partner.

The flagship activation of the deal will be the WSOP.com Rangers Homecoming Sweepstakes, which offers four fans the chance to have former Rangers players visit their home to watch the last regular season game of 2014.

New Jersey recently became the third US state to legalise online casino games and CIE will focus much of its promotional efforts towards the area, starting with a viewing party in Hoboken for today’s game against Philadelphia Flyers that will be hosted by the Rangers and WSOP.com.

CIE is also offering promotions to fans of NBA basketball team New York Knicks, who are based in New Jersey, with Caesars Casino offering a promotion where entering “KNICKS" as a bonus code gives players the chance to win a team jersey.

CIE's online gaming websites will also have a presence at Madison Square Garden, home to both the Rangers and Knicks, including branding on the centre-hung scoreboard and LED ribbon boards, as well as database marketing opportunities and website advertising.