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Devils Become First New Jersey Team to Partner with William Hill US

The New Jersey Devils have become the first New Jersey team to partner with William Hill US.

The US branch of the British bookmaker announced a multi-year sponsorship deal with the American ice hockey team on Thursday (October 25) after partnering with the Golden Knights last month.

Under the agreement, the Prudential Center will open a lounge area named the William Hill Sports Lounge which will feature a full-service bar, multiple televisions and an area for users to bet on sports through mobile apps.

The partnership is the first time a professional sports team in New Jersey has partnered with a sportsbook since the Supreme Court overturned its ban on sports betting.

The lounge is expected to open within the following weeks, Forbes reports.

Joe Asher, the CEO of William Hill US, said in a statement: “We are thrilled to partner with the New Jersey Devils and the Prudential Center.

“Five years ago, we placed a bet on New Jersey when we invested in opening a sports bar at Monmouth Park without knowing when sports betting would be legalised. Today, we are proud to continue to double down on that commitment by partnering with the Devils and the arena.”

Meanwhile, the agreement was signed on a non-exclusive basis, allowing the Devils to pursue other gambling partnerships over the following months.

William Hill US’ Expansion

The news comes after the firm announced it has hired Gordon Wilson as an independent non-executive director from January 2019 to strengthen its US presence.

The company has also formed a partnership with Golden Entertainment, a deal in which William Hill US will operate the company’s race and sports betting activities in Nevada, Maryland, and Montana.

Meanwhile, William Hill US hit headlines last week after it decided to sue competitor FanDuel over copyright issues relating to its “how to bet” guide.

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