Devils’ latest sports betting partnership is with FanDuel

By Tom Bergeron
New Jersey | Nov 5, 2018 at 4:34 pm

The New Jersey Devils announced a partnership agreement with FanDuel on Monday, the organization’s third deal with a sports gambling establishment in the past three weeks.

Under this agreement, FanDuel will receive brand exposure during all of the team’s regular season home games through a prominent, in-ice logo utilizing one of the newly available advertising positions introduced earlier this year by the NHL.

The partnership will allow FanDuel to highlight its popular “Live In-Play” betting options available on the company’s new FanDuel Sportbook app, among other branding and messaging.

Adam Davis, chief revenue officer of Harris Blitzer Sports & Entertainment, said the partnership makes sense for the organization.

“The FanDuel Sportsbook user is an educated consumer interested in engaging with multiple sports teams and events in dynamic and interactive ways,” Davis said in a release.

“Their emphasis on creating innovative platforms and promotions to connect with and galvanize their consumers parallels the fan first mentality at the New Jersey Devils.”

The Devils and HBSE previously announced agreements with William Hill and Caesars Entertainment.

The announcement came on the same day FanDuel and the NHL announced a multiyear partnership making FanDuel the exclusive official daily fantasy partner and an official sports betting partner of the NHL.

The new NHL agreement will provide FanDuel with opportunities to offer its daily fantasy customers access to exclusive NHL content and special prizing such as VIP experiences to NHL tentpole events, such as the NHL Winter Classic and the NHL All-Star Game.

FanDuel plans to promote free-to-enter single-game fantasy contests for the NHL Winter Classic, NHL Stadium Series and other marquee matchups throughout the NHL season. FanDuel also will leverage its relationship with the NHL in the sports betting category, including use of official category designations, in a variety of ways to appeal to sports betting customers in legal jurisdictions.

“Our approach to sports betting is to continue to be progressive as we work directly with the industry and focus on innovative opportunities for fan engagement,” NHL Commissioner Gary Bettman said in a statement

“Teaming up with FanDuel furthers our strategy of aligning with leading brands that share our vision of using new platforms and technology to drive innovation and engage and excite hockey fans.”

Matt King, CEO of FanDuel Group, said the agreements fit the company’s business model going forward.

“Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow,” King said.

“The League’s clear vision for these categories and this partnership marks an exciting time for both organizations.”