Just two days after announcing it was entering the New Jersey sports betting market, Australian-based PlayUp has reached a multi-year agreement with the New Jersey Devils and its home arena, Prudential Center in Newark.

This is PlayUp’s first U.S. professional sports team partnership and NHL betting deal.

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PlayUp will become the presenting partner of the Devils’ PlayUp Studio, the team’s Season Preview Show, as well as the Pre-Game Live Show prior to home games, according to a news release. The company will also hold a permanent in-arena activation location called the "PlayUp Sports Lounge,” as well as a TV-visible logos and signs in the Prudential Center.

PlayUp announced on Tuesday that it had acquired a license to operate in the Garden State, with plans to launch in the first quarter of this year. It will be New Jersey’s 19th online sportsbook and currently is offering a nationwide free-to-play option available on FreePlay.PlayUpUSA.com.

To acquire the license, PlayUp signed a multi-year deal with FR Park Racing, LP (FRP), which is the sports wagering certificate holder and operator of Freehold Raceway in Freehold. FRP is owned by Pennwood Racing, Inc., whose partners include Penn National Gaming Inc. and Parx Casino.

PlayUp Has Colorado Access

This is the second market access agreement that PlayUp has announced after acquiring a Colorado license in September 2020.

“We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership,” Dr. Laila Mintas, chief executive officer of PlayUp USA, said in a news release. “Our mobile sports betting app will be live in the Garden State soon, so engaging New Jersey sports fans is extremely important for us.

”This unique, digital-focused partnership provides PlayUp with several opportunities to connect with New Jersey Devils fans. We have been impressed with the off-season success of the team’s innovative content and we could not be happier to join them as we enter this historic season.”

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Devils Embrace Partnerships

The Devils were among the first U.S. major professional sports teams to embrace sponsorship deals with gaming companies, having established deals with Caesars Entertainment, FanDuel, Unibet and William Hill for the 2018-19 season.

“PlayUp is a partner that shares our commitment to providing top-notch and progressive digital experiences for each and every fan,” Adam Cross, senior vice president of corporate partnerships sales for Harris Blitzer Sports & Entertainment, said in the release. “Following an offseason that saw record digital and social engagement by Devils fans, we were thrilled to find a partner whose marketing efforts were driven by engagement that amplified the fan experience.

”We look forward to continuing our league-leading digital consumption by bringing innovative and high-quality hockey-centric sports betting content to fans this season.”

The Devils lost at home Thursday in its season opener to the Boston Bruins, 3-2, in a shootout and will return to its home ice on Saturday at 1 p.m. to face the Bruins for the second straight time.