Devils sign betting deal with sportsbook William Hill US, report says

The Devils are the latest NHL franchise to partner with a major sportsbook. 

Las Vegas-based sportsbook William Hill US has signed a sponsorship deal with the New Jersey club after partnering with the Golden Knights last month, ESPN reported.

As part of the agreement, Prudential Center will open a lounge area with TVs and odds boards that has all the appeal of a sportsbook without windows and kiosk. Instead, William Hill US CEO Joe Asher revealed company ambassadors will assist bettors in downloading their betting app.

“Our goal has always been to make Prudential Center the home of sports and entertainment in New Jersey, but ultimately our mission is to create the most dynamic fan experience in the industry today, and the William Hill Sports Lounge will play a part in amplifying fan experience here,” said Hugh Weber, president of the Devils’ ownership group, Harris Blitzer Sports & Entertainment.

The Golden Knights announced a historic multiyear partnership with William Hill US in September, the first of its kind between a major North American sports franchise and a U.S.-based sportsbook.