William Hill US Partners with New Jersey Devils and Prudential Center

William Hill US today announced a multi-year deal with the New Jersey Devils and the Prudential Center stadium.

Betting operator William Hill will activate the partnership by branding a permanent in-arena lounge located on the Prudential Center’s main concourse as the William Hill Sports Lounge.

“We are thrilled to partner with the New Jersey Devils and the Prudential Center,” said Joe Asher, chief executive of William Hill US. “Five years ago, we placed a bet on New Jersey when we invested in opening a sports bar at Monmouth Park without knowing when sports betting would be legalised. Today, we are proud to continue to double down on that commitment by partnering with the Devils and the arena.”

In addition to the William Hill Sports Lounge, the partnership will feature a TV-visible dasherboard, in-arena signage, updated league-wide odds displayed on the in-arena center-hung scoreboard during intermission, and recognition on the LED ribbon board of the “William Hill Line Change” – the first New Jersey Devils’ line change each period.

Outside of the stadium, William Hill will sponsor fan watch parties for Devils games at Monmouth Park. The partnership will also feature promotions for the brand during Devils radio broadcasts, on the Prudential Center’s exterior marquee LED billboard, and across the Devils’ digital and social media channels.

Adam Davis, chief revenue officer of New Jersey Devils and Prudential Center, said: “I was recently in London, and was reminded and inspired to see William Hill’s strong, international brand presence.   This is a heritage brand and trusted sportsbook that is committed the US market, and the portal to the US market is New Jersey – and who better than the New Jersey Devils and Prudential Center to deliver it.”