William Hill Sportsbook Makes a Deal With the Devils

The New Jersey Devils are partnering with William Hill, a major international sportsbook. The multi-year deal will be highlighted by the creation of a lounge space within Prudential Center where fans can hang out while making bets through William Hill’s online platform using their phones.

The William Hill Sports Lounge isn’t designed to be a sportsbook, but instead just a gathering space. However, since the Supreme Court lifted the prohibition on sports gambling in the U.S., and since New Jersey in particular legalized sports betting, William Hill has opened sportsbooks in Atlantic City and the Monmouth Park racecourse. The company also launched an online sportsbook in New Jersey in late August, which is the platform that can be used by fans in the lounge at the Prudential Center, or elsewhere in New Jersey.

“We are thrilled to partner with the New Jersey Devils and the Prudential Center,” said Joe Asher, CEO of William Hill US, in a statement. “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 legalized. Today, we are proud to continue to double down on that commitment by partnering with the Devils and the arena.”

SportTechie Takeaway

The Devils are the first team in New Jersey to sign on with a sportsbook, but they join a growing list of sports teams linking up with casinos and bookmakers. That group includes the NFL’s Ravens and Cowboys , as well as the Devils’ fellow hockey team, the Golden Knights . More connections between teams and sportsbooks are likely to grow as the potential revenue from gambling tempts everyone across the sports industry.