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New Jersey Devils Become Second NHL Team To Partner With William Hill

Written By Nicholaus Garcia on October 25, 2018 - Last Updated on December 6, 2023
The New Jersey Devils are the second NHL franchise to partner with William Hill US.

The DraftKings Sportsbook is now live in New Jersey.

William Hill US has agreed to a multi-year deal with the New Jersey Devils that will bring a sports lounge inside the Prudential Center.

On Thursday, the Devils became the second NHL franchise to partner with William Hill. In September, the Las Vegas Golden Knights announced a similar partnership with the popular sportsbook operator.

Certainly, fans can expect the lounge to have the look and feel of a real sportsbook. Caesars Sportsbook plans on opening the lounge in the next few weeks.

What to expect

So, while not a full fledge sportsbook, the lounge will include a full-service bar, 20 TV screens and seating so fans can bet on their mobile devices.

Joe Asher, CEO of William Hill US told ESPN the NHL is not comfortable with the venue being an actual sportsbook where bets can be placed at kiosks.

“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,” Asher said. “Today, we are proud to continue to double down on that commitment by partnering with the Devils and the arena.”

In May, the US Supreme Court did away with the Professional and Amateur Sports Protection Act of 1992. The ruling opened the door for William Hill to become the first sportsbook operator in the state.

The company opened a sportsbook at Monmouth Park Racetrack on June 14.

Usage of mobile wagering

Hugh Weber, president of the Devils’ ownership group Harris Blitzer Sports & Entertainment, told reporters the goal has always been to create the most dynamic fan experience in the industry.

“The William Hill Sports Lounge will play a part in amplifying fan experience here,” Weber said.

Most noteworthy, in the first four months, NJ has taken in $336.6 million in wagers. That’s according to the Division of Gaming Enforcement.

Even more, mobile wagering in the state already outperforms New Jersey sports betting at land-based casinos. FanDuel and DraftKings were among the first to launch apps to capitalize on the online market. William Hill and eight other companies offer mobile betting on devices within the state.

Asher said the sports betting landscape is going to be very competitive moving forward. He even compared it to the “Iowa caucuses in politics.”

Finally, six states have already legalized sports betting following the High Court’s May 14 decision: New Jersey, Delaware, Rhode Island, MississippiWest Virginia and New Mexico.

Sports betting may be relatively new in NJ but Asher predicts when “fully mature” the market will eventually surpass Nevada.

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Nicholaus Garcia

Nick Garcia is a senior reporter for PlayUSA. Garcia provides analysis and in-depth coverage of the gambling industry with a key focus on online casinos, sports betting and financial markets. Garcia has been covering the US gambling market since 2017. He attended Texas Tech University as an undergrad and received a Master of Arts in Journalism from Columbia College Chicago.

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