The Unibet NJ sports betting app launched in New Jersey last week.

The brand is wasting little time trying to magnify its presence.

Today, the company announced via a press release that it has inked a “significant, multi-year sponsorship deal” with the NHL’s New Jersey Devils.

The partnership includes former goalie and hockey Hall of Famer Martin Brodeur serving as Unibet’s brand ambassador.

Besides having a 21-year career, he holds the record for most career wins in the sport.

It seems the former All-Star and Olympian is quickly adjusting to his new role.

“New Jersey Devils fans are some of the most passionate and educated hockey fans in the world,” said Brodeur. “The sportsbook app developed by Unibet offers dedicated Devils fans a really special, new way to engage with the game they love.”

As part of the sponsorship deal, Unibet will receive significant in-arena and digital presence inside of the Prudential Center.

Plus, Unibet customers can expect to enjoy “unmatched experiences and hospitality.”

Unibet + international experience

Unibet partnering with some of the “world’s most renowned” professional sports teams and athletes is far from a new concept.

Operating under the Kindred Group umbrella, Unibet is one of the largest online gambling brands worldwide. And as a well-known international brand, Unibet Sportsbook has other sports partnerships in the books.

So, while the name is new to NJ sports betting customers, Unibet arrives with 20-plus years in the European and Australian markets.

Some of the other athletes and teams include:

  • Ultimate Fighting Championship
  • Paris Saint-Germain F.C.
  • Liverpool F.C.
  • New York Rangers goalie Henrik Lundqvist

The partnership with the Devils, however, is Unibet’s “first significant investment” in the US market.

Arnas Janickas, head of US marketing at Unibet, said the company is “incredibly excited over our partnership with New Jersey’s beloved Devils.”

As it is, Unibet joins William Hill, Caesars, and FanDuel in its partnership with the Devils.

Unibet + Devils = passionate fans

This is FanDuel Sportsbook country; however, there is plenty of NJ sports betting turf to share.

Adam Davis, chief revenue officer for Harris Blitzer Sports & Entertainment (owner of the Devils), said, “It was natural to partner with a sportsbook with a reputation as a trusted leader in the European and international sports betting ecosystem.”

“We look forward to connecting this esteemed international sportsbook with the passionate fans of New Jersey, providing one more avenue through which Devils fans can engage and with the most exciting team in the NHL this year.”

Plus, selecting Devils’ legend Brodeur as an ambassador for Unibet sportsbook is “an indication of their marketing savvy” and “awareness of the New Jersey sports market.”

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A shared sports and casino platform

Unibet is the third and final skin under the Hard Rock Atlantic City license.

The Hard Rock-branded app from Gaming Innovation Group launched in late January, just in time for Super Bowl betting. Players have access to a shared wallet with the Hard Rock online casino.

Unibet customers enjoy a similar experience as the online casino launched in June. The sportsbook is integrated with the casino platform.

Bet365 NJ, another European giant, opened its Garden State sports betting doors last month.

The key going forward is, of course, trying to claim a piece of the extremely crowded but strong NJ online sports betting pie. We’re talking about a state that took in $293 million in bets in August.

Plus, NFL and college football betting season is just starting.

Partnering with the Devils, an organization that has won three Stanley Cups, will help connect Unibet with the North Jersey customer base.

And, hockey season is not too far away.

Bill Gelman

About

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.