PartyPoker New Jersey Inks Historic Marketing Deal With NBA, NHL Teams

The Philadelphia 76ers (NBA) and New Jersey Devils (NHL), which are under the same ownership, have inked a marketing deal with PartyPoker NJ, a division of Gibraltar-based Bwin.Party Digital Entertainment. The agreement reportedly is for multiple years.

PartyPoker NJ is currently the leading online poker site in the Garden State.

According to Bloomberg, the deal is the first of its kind (pairing up with an online gambling operator) for a major U.S.-based professional sports teams. New Jersey legalized online gambling in the winter of 2012, and debuted games this past fall.

Bwin has an operating partnership with Borgata casino in Atlantic City. That casino is owned by Las Vegas-based MGM Resorts International and Boyd Gaming.

“This is our flag in the ground that we do things differently,” Scott O’Neil, chief executive officer of the 76ers, the Devils and the Prudential Center told Bloomberg. “We’re looking for groundbreaking opportunities with companies willing to take chances.”

According to the report, the deal is worth at least $10 million. Official terms were not disclosed.

It is known that the deal includes “social media and digital asset creation, including mobile.” PartyPoker will also of course get its brand plastered all over the arena and on TV during games. The site will help bolster business of both teams with tactics like promotions.

“These are two of the most iconic names in American hockey and basketball with huge and loyal fan bases throughout New Jersey and the surrounding metropolitan areas,” Norbert Teufelberger, CEO of Bwin, said in a statement.

In addition to the 76ers and the Devils, Bwin has deals with many European sports teams.

It has aligned itself with six leading football clubs in Europe. They are Real Madrid in Spain, FC Bayern Munchen in Germany, Manchester United in the UK, Olympique de Marseille in France, Juventus in Italy and RSC Anderlecht in Belgium. In addition, Bwin has been a partner of MotoGP since 2004 as a title sponsor of grand prix in Jerez, Spain and Estoril, Portugal.

Bwin said that all deals are unique, but obviously there are huge similarities. The idea behind it all is to build the brand and increase revenue for all parties involved.

The firm, which was founded in 1997, had revenue of €768.9 million in 2012.

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