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Australian-Based PlayUp Wasting No Time Heightening New Jersey Profile

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Australian-Based PlayUp Wasting No Time Heightening New Jersey Profile
The 'New Jersey Devil' mascot gets the fans going. Photo by Bruce Bennett/Getty Images/AFP

Australian daily fantasy and sports betting operator PlayUp is already making the most of an opportunity to move into the “King of the Bet-Friendly States“, New Jersey with news that they have signed on with the NHL’s New Jersey Devils to become their presenting partner.

PlayUp will soon set up shop in New Jersey, their second US state, in the first quarter of this month and join a sports betting market that is the envy of the US legal sports wagering world. In December, the Empire State reported a nearly $1 billion handle that took its 2020 take to over $6 billion. The New Jersey Devils deal gives the company immediate exposure in the biggest, most successful market in the US.

The Details

The Devils’ multi-year partnership is the first one in the US for PlayUp and deals mostly with betting opportunities in and around Prudential Center, home of the NHL club. Like other deals of its kind, visible signage at the arena and sponsorship opportunities for the sportsbook are at the heart of the partnership.

PlayUp becomes the immediate sponsor of the PlayUp Studio which broadcasts content out of Prudential Center. The Australian-based sportsbook will also sponsor and create the New Jersey Devils’ season preview show and pre-game TV show.

A PlayUp Sports Lounge will be created in the main concourse of Prudential Center where fans of the team and bettors can visit in attempts to maximize their New Jersey Devils sports viewing experience.

Moving Quickly

PlayUp acquired the license through a multi-year deal with FR Park Racing in the state of New Jersey just this past week and moved fast to heighten their profile in the state. It will be difficult to separate themselves in a market that boasts all of the big names in the legal sports betting space but partnering with one of The Garden State’s professional teams is certainly a good start.

“We are thrilled to partner with the New Jersey Devils and Prudential Center for our first-ever US sports team partnership,” said the company’s USA CEO Dr. Laila Mintas. “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.”


Both sides of the presenting partner deal have something to gain. PlayUp isn’t the first partner that the New Jersey Devils have aligned with – William Hill, FanDuel, Caesars, and Unibet are all existing sports betting partners of the NHL club, but PlayUp fills a niche that had been missing for the club. Adding PlayUp to the list takes care of all of the opportunities at the Prudential Center, and it gives fans the total viewing and betting experience that teams are increasingly striving for.

Adam Cross, Senior Vice President, Corporate Partnerships Sales, Harris Blitzer Sports & Entertainment, commented: “PlayUp is a partner that shares our commitment to providing top-notch and progressive digital experiences for each and every fan.

“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 the 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.”

Until PlayUp Goes Live

The PlayUp app hasn’t quite gone live in the state of New Jersey as it has in Colorado, but the launch is expected within the next couple of weeks. Until PlayUp goes live with its new sports betting app, the company is offering a free-to-play option to customers of the website.

While not expected to challenge the big sports betting provider Heavyweights right off the bat in New Jersey, PlayUp is expected to gain a decent market-share once the app is up-and-running. It is expected that from here on, PlayUp will expand on its Colorado and New Jersey presence and become a more recognizable name in the exploding US legal sports betting scene.