New Jersey Devils

William Hill US has continued to enhance its presence on the United States east-coast, after expanding its agreement with NHL franchise New Jersey Devils, alongside MSG Networks.

Securing media and team sponsorships, the “comprehensive” arrangement is to see a series of unique content be integrated into the team’s broadcasts on MSG Networks.

“We are thrilled to partner with MSG Networks on this groundbreaking partnership,” stated Sharon Otterman, chief marketing officer of William Hill US. “We are excited to educate fans on sports betting, and to help enhance the broadcast with the content fans are seeking.”

Under the terms of the sponsorship deal, William Hill is to see its New Jersey betting properties promoted across a mix of in-game integration, branded content and commercial spots, that will air during MSG Networks’ Devils game broadcasts, as well as in the Devils pre and post-game shows.

Andrea Greenberg, president and CEO of MSG Networks, explained: “It’s incredibly exciting to partner with William Hill on this first of its kind arrangement with any regional sports network.

“With William Hill’s team sponsorship of the Devils in place as well, we are able to provide William Hill with seamless and powerful integration of both media assets and assets at the Prudential Center, which we hope will serve as the model for future sponsorships.”

This latest agreement between William Hill and the NJ Devils follows a previously announced multi-year partnership, also agreed alongside the franchise’s Prudential Centre home.

Emphasised by the addition of the ‘William Hill Sports Lounge,’ the agreement also sees the bookmaker secure  in-arena advertising and branding across Devils’ digital and social channels.

Speaking at the time of the deal, Joe Asher, CEO of William Hill, backed the Devils partnership as a crucial deal for the betting group: “We are thrilled to partner with the New Jersey Devils and Prudential Center.

“With three retail William Hill Sports Books and our mobile betting app now available in the Garden State, engaging New Jersey sports fans is extremely important for us.

“This partnership provides us with a number of fantastic opportunities to connect directly with the passionate supporters of New Jersey’s hockey team.”