New Jersey Devils Partner With Unibet
Sweden’s Unibet, in its first foray into the U.S. market, has partnered with the New Jersey Devils hockey team to promote its sports betting platform. To highlight the deal, the company signed Devil’ superstar former goalie Martin Brodeur. The company hopes the move will help gain a foothold into the competitive sportsbook landscape.
Unibet, a new sports betting platform that just went live in New Jersey, signed a significant, multi-year sponsorship deal with the NHL’s New Jersey Devils, NJBIZ reported.
Additionally, Hockey Hall of Famer Martin Brodeur, who served as Devils’ goalie for 21 years, has been named Unibet’s brand ambassador to magnify the company’s presence in the New Jersey market.
Through the partnership, Unibet will receive an in-arena and digital presence and its customers will enjoy special experiences and hospitality. The deal marks Unibet’s first with a U.S. based professional sports team and its first significant investment in the U.S. market.
“New Jersey Devils fans are some of the most passionate and educated hockey fans in the world,” said Brodeur, who also works as executive vice president of business development for the team. “The sportsbook app developed by Unibet offers dedicated Devils fans a really special, new way to engage with the game they love.”
Committed to supporting sports betting worldwide and with an understanding that the U.S. is the fastest growing sports betting market in the world, Unibet was eager to enter the market, significantly invest in New Jersey, and partner with the Devils following the legalization of sports betting in the state last year. Unibet revealed its casino product to players in New Jersey in June. The company hopes to rollout in Pennsylvania later this year, followed by expansions elsewhere.
“We are incredibly excited over our partnership with New Jersey’s beloved Devils, and especially over welcoming goaltending legend Martin Brodeur to our team,” Unibet’s U.S. marketing head Arnas Janickas told NJBIZ. “Together with the Devils and Prudential Center, Unibet players will enjoy a greater entertainment and hospitality experience, and now with our newly launched sportsbook in New Jersey we anticipate a long and successful partnership with the team.”