New Jersey Devils Partners with PlayUp
New Jersey Devils Partners with PlayUp
Newark N.J., Jan 15, 2021 AEST (ABN Newswire) - The New Jersey Devils and Prudential Center have today announced a multi-year agreement, with PlayUp, a premium Australian-owned online betting entertainment and technology group. PlayUp will become the presenting partner of the Devils newly redesigned PlayUp Studio, the team's Season Preview Show, as well as the Pre-Game Live Show prior to all Devils home games. PlayUp will also hold a permanent in-arena activation location called the "PlayUp Sports Lounge," as well as a TV-visible dasherboard, corner in-ice logo, and virtual signage within Prudential Center.

Via this partnership, the Devils become PlayUp's first US professional sports team partner. On Jan. 12, 2021, PlayUp secured its New Jersey Betting license. This is the second market access agreement that PlayUp has announced after the recent acquisition of their Colorado license. PlayUp will be launching its new app and website in the next few weeks, in the meantime there is a nationwide free to play option available on

"We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership," said Dr. Laila Mintas, Chief Executive Officer - USA, PlayUp. "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."

"PlayUp is a partner that shares our commitment to providing top-notch and progressive digital experiences for each and every fan," said Adam Cross, Senior Vice President, Corporate Partnerships Sales, Harris Blitzer Sports & Entertainment. "Following an off-season that saw record digital and social engagement by Devils fans, we were thrilled to find a partner who's 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."

In addition to becoming presenting partner of the PlayUp Studio and the "PlayUp Sports Lounge", the partnership will feature multiple innovative digital pieces bringing Devils fans the hockey content they covet most. These include the Devils Season Preview Show, PlayUp Pre-Game Live Show running prior to reach regular season Devils Home Game and a weekly three-on-three panel hosted by Devils on-air talent.

In addition to PlayUp's digital content, they will receive a TV-visible dasherboard, corner in-ice logo, virtual signage on the TV Broadcast and Social Media content and contesting.

Media may click link below to access photos of PlayUp's in-ice brand position, dasherboard and brand placement in the Devils in-arena content studio.


The New Jersey Devils are part of the 31-team National Hockey League, with teams throughout the United States and Canada. Established in 1982, they are entering their 37th season in the Garden State. During that time, the team has won three Stanley Cup Championships: 1995, 2000 and 2003. Follow the Devils at, on Facebook, Twitter, and Instagram. The New Jersey Devils organization is a Harris Blitzer Sports & Entertainment property.

About PlayUp

PlayupPlayUp is a premium betting entertainment and technology group that enriches the lives of people through entertaining, rewarding, and responsible online betting. The company develops innovative online betting technologies in-house to power the brand and deliver world-class user experiences.

PlayUp's energies are focused on fulfilling the needs of dedicated and passionate users who seek a deeper connection to the games they play.

Today, PlayUp successfully operate and power a highly scalable and robust, cloud-based online betting platform that unifies the world's favorite betting products including Fixed Odds Sports Betting, Fixed-Odds Racing (Horses and Greyhounds) and Esports. Additionally, the company offers Daily Fantasy Sports (DFS), a competitive format of peer-to-peer online betting, and hosts Australia's largest - and some of the globe's -- biggest DFS prize pools.

PlayUp holds betting licenses in multiple jurisdictions and currently operate in the U.S., Australia, New Zealand and India.



Lara Toscani Weems, HBSE

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