The NHL’s New Jersey Devils Join Forces with Australia’s PlayUp

Chris Altman Sports Betting Expert

15 minute read

As PlayUp continues to expand the company’s US presence, its partnership with the NHL’s New Jersey Devils is a strategic piece of the plan.

Formed back in January of 2021, this Australian-based online betting entertainment and technology firm has already benefited from this relationship. PlayUp is the presenting partner of the PlayUp Studio, the Devils’ Season Preview Show and the Pregame Show ahead of all the team’s home games.

The “PlayUp Sports Lounge”at the Prudential Center is part of the sponsorship package. The company also has a TV-visible dasher board and corner-ice logo at the arena. There is a virtual signage package at the Prudential Center as well.

This was the first official sports team partnership for PlayUp. The company secured a New Jersey betting license after first launching in Colorado. Legal sports betting in both markets is available through the PlayUp website and the mobile betting app.

PlayUp first built its market presence in the US through its social gaming site FreePlay.PlayUpUSA.com. New Jersey was the perfect market for expansion. This is the No. 1 legal sports betting state in the US in terms of monthly betting volume.

The New Jersey Devils are one of the most popular franchises in the NHL because of the team’s geographic location in the highly populated Northeast. Devils fans have also turned out to be avid supporters of the team when it comes to legally betting on the games.

PlayUp’s marketing efforts through this partnership have been able to engage the fans. By creating an immersive atmosphere for home games at the arena, the company has made inroads into a very competitive marketplace.

Two of PlayUp’s most successful marketing programs involve the PlayUp Studio and the PlayUp Sports Lounge. These collaborations feature innovative digital pieces that provide Devils’ fans with popular ice hockey media content.

Chris Altman

Chris Altman is a sports betting writer and content expert with almost a decade of experience. He's covered everything, but his current focus is on reviewing sportsbooks and online casinos and keeping tabs on sports betting legislation. Chris has been with VegasInsider since 2019 and has freelanced in the sports betting content industry for years. More from Chris Altman