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Unibet becomes New Jersey Devils’ latest sports betting partner

The National Hockey League’s New Jersey Devils have signed a “significant” multi-year sponsorship deal with sports betting platform Unibet.

It follows sports betting partnerships already made by Devils’ ownership group Harris Blitzer Sports & Entertainment, with FanDuel, William Hill US and Caesars Entertainment.

The latest deal, extending the Devils’ presence as one of the most aggressive US pro sports teams in sponsorship for legalized sports wagering, includes significant in-arena presence at the Prudential Center, a digital presence, and fan and hospitality experiences for Unibet customers.

Ice hockey Hall of Famer Martin Brodeur, the former Devils’ goaltender and franchise icon, will become a Unibet brand ambassador and help introduce the company to New Jersey.

The Kindred Group-owned Unibet is new to the New Jersey market, having debuted an online casino product in the state earlier this summer. It will introduce a sports betting platform and app in New Jersey later this month and plans to expand into Pennsylvania later this year.

Read this: HBSE cashes in on NJ sportsbook legislation, more deals to come