January 15, 2021 2 min read


PlayUp and New Jersey Devils Strike Multi-Year Agreement

PlayUp signed a multi-year agreement with the New Jersey Devils and Prudential Center on Friday, becoming the team’s presenting partner.

Presenting Partner

Australian-owned iGaming and technology provider PlayUp signed a multi-year deal with the New Jersey Devils and Prudential Center this Friday. The Devils became the first US professional sports team partner of the online betting entertainment company.

PlayUp is now the presenting partner for the team’s PlayUp Studio, which was just revamped, the Devils’ season preview show, and its the pre-game live show, which plays before home games. 

Featuring the PlayUp Sports Lounge, a branded permanent activation location, in addition to TV-visible logos on dasher boards, on ice, and across Prudential Center.

Mobile Sports Betting App to Launch Soon

The iGaming provider will soon launch its sports betting app in New Jersey, the company’s USA Chief Operating Officer, Dr. Laila Mintas. “Engaging New Jersey sports fans is extremely important for us,” she declared.

“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.”   

Dr. Laila Mintas, CEO at PlayUp

PlayUp received a betting license in New Jersey earlier this week, entering its second market in the US after obtaining a license in Colorado

The online wagering entertainment and tech group provides premium and innovative “digital experiences for each and every fan,” according to Adam Cross, Senior VP, Corporate Partnerships Sales, at Harris Blitzer Sports & Entertainment, the Devils’ owner.

The company said it looks forward to bringing more innovative and high-quality sports betting content to Devils fans this year via the partnership, as well as keeping up fan engagement. “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 engagement that amplified the fan experience,” Mr. Cross declared.


Mathilde has been writing for over 5 years, with 2 of those years as a specialist in the iGaming industry covering headlines across the world. With her honed research and reporting expertise, Mathilde has solidified her position as a regular author for GamblingNews. Outside of work, she enjoys studying sculpture which is one of her other strong passions.

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