FanDuel Partners with the NHL & New Jersey Devils

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FanDuel is partnering with the NHL and specifically with the New Jersey Devils in a fantasy sports and sports betting agreement announced Monday.

As part of the New Jersey Devils agreement, FanDuel’s first deal in the sports betting with a NHL team, the company’s logo will be put on team’s home ice at the Prudential Center.

The Devils deal comes quickly after the team signed marketing and data sharing agreements last week with Caesars Resorts and William Hill.

Partnerships and deals are coming fast and furious since May when a U.S. Supreme Court ruling made sports betting legal. The league, which just last year attempted to decrease betting on its games, is now going all in with wagering on the sport.

"We are continuing to be progressive in our approach to the sports betting category, working directly with the industry and focusing on innovative opportunities for fan engagement," NHL Commissioner Gary Bettman said on NHL.com. "Teaming up with an industry leader like 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."

In this agreement, FanDuel fantasy customers will have exclusive access to NHL content plus real-time data and opportunities for VIP experiences at various league events including the NHL All-Star Game and Winter Classic. 

For example, FanDuel will sponsor a contest, “Skate to the NHL Winter Classic,” which will send winners on a VIP trip to Notre Dame Stadium for the New Year’s Day event.

The sportsbook and sports fantasy gaming company also will receive the exclusive rights to advertise itself as the NHL’s official fantasy sports destination as well as an official sports-betting partner of the league.

"Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow," Matt King, CEO of FanDuel Group says on NHL.com. "The league's clear vision for these categories and this partnership marks an exciting time for both organizations."

FanDuel’s major competitor DraftKings isn’t lollygagging in this arena either. This summer, DraftKings launched a sports-betting app which took the market by storm. According to ESPN.com, the launch resulted in DraftKings garnering nearly a 70 percent market share of New Jersey’s mobile sports betting business in September.

King touted FanDuel’s top-performing retail book at the Meadowlands, which brought in $4.3 million in revenue in September.

"Having the brick and mortar shop is very important because we're a mobile-first brand that typically is reaching the 40 and under crowd, and so it allows us to be credible with an older population," King told ESPN.

Late last month, FanDuel was hit with a plagiarism lawsuit by rival William which alleges the company copied large portions of its “how to bet” customer manual.

The FanDuel distributed the disputed betting pamphlet at the Meadowlands Racetrack approximately a month after William Hill published its instructional guide for its fledgling sports betting operation at Monmouth Park Racetrack, according to the suit.

“FanDuel’s unauthorized copying is perhaps most evident in the fact that FanDuel actually forgot to remove William Hill’s name when printing the Infringing Pamphlet,” according to the lawsuit.

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