FanDuel Sportsbook, New Jersey Devils and the NHL Become Partners

By Ken Edwards, 19 November 2018

NJ Devils and FanduelThe NHL, the New Jersey Devils and FanDuel have officially announced a multi-year partnership that makes FanDuel an official sports-betting-partner and the official Daily Fantasy Sports (DFS) partner for the league. The three industry giants announced their partnership during a joint media appearance and press release recently in New York City.

In cementing its partnership with the New Jersey Devils, FanDuel has developed a powerful ally in the sports industry with the Devils only one of several of the team’s gambling partners.

With the announcement of this landmark deal, it is now clearly-apparent that the wall that professional sports leagues in the U.S. fought so hard for many years to maintain between themselves and legal sports betting, continues to crumble in ways thought unimaginable only a few months ago.

FanDuel and the New Jersey Devils

In the terms of agreement, FanDuel sportsbook will receive brand exposure at all regular-season Devils home games with a large, in-ice logo. FanDuel will also gain the support from the Devils via fans and guests at the arena using social, digital and in-game activation platforms. The jewel in the FanDuel sportsbook crown, the “Live In-Play” gambling options on the new app, will be made readily available to Devils fans along with other branding and messaging.

Adam Davis, the Chief Revenue Officer for the Devils’ parent company, Harris Blitzer Sports & Entertainment, said the following about the innovative deal;

“The FanDuel Sportsbook user is an educated consumer interested in engaging with multiple sports teams and events in dynamic and interactive ways. 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 New Jersey Devils play all home games within New Jersey state lines, which at the time of writing, is one-of-only 6 states currently with legal sports betting. The Devils arena itself will not have a sportsbook, however, sports betting is legal on mobile devices anywhere in the state of New Jersey.

FanDuel and the NHL

Recently, he NHL announced a similar partnership with MGM Resorts International. As a result, FanDuel won’t be the exclusive partner with the NHL when it comes to sports betting. It’s interesting to note that the NHL isn’t only partnered with FanDuel, it’s also associated with DraftKings, making FanDuel deal all-the-more interesting to even the most casual of observers.

What is in the NHL – FanDuel Deal?

FanDuel will be able to offer VIP experiences at events like the Winter Classic and the All-Star Game. In terms of sports betting, FanDuel will be able to utilize the relationship with the NHL including “official category designations” in different ways in order to draw in sports betting customers in states where the activity is now legal.

NHL Commissioner, Gary Bettman spoke excitedly;

“Our approach to sports betting is to continue to be progressive…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.”

Engaging the Fans

 In celebration of the deal, FanDuel have a “Skate to the NHL Winter Classic” contest planned. Fans can enter DFS contests on the FanDuel app to win a VIP trip to the 2019 NHL Winter Classic between the Boston Bruins and the Chicago Blackhawks on New Year’s Day at Notre Dame Stadium.

FanDuel Moves into Sport Betting

The twin deals now make FanDuel a full-fledged gambling company, with a live product in West Virginia and is readying for launch in Pennsylvania. FanDuel is actively pursuing opportunities across the expanding sports betting industry.


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