Newark, N.J. — The New Jersey Devils and Smashburger, the critically acclaimed Denver-based burger restaurant, have joined forces to tap into each other’s two dedicated and sought-after audiences, hockey fans and burger lovers, for a partnership that seems like an (all) natural fit. This is Smashburger’s first partnership with an East Coast NHL team, following a deal with the hometown Colorado Avalanche earlier this season.
To kick off the collaboration, the companies are offering fans who post a picture of themselves in Devils gear at a New Jersey Smashburger location, using the hashtag #SmashburgerDevils on Facebook, Instagram or Twitter, the chance to win Devils tickets. Fans will also have the chance to win Devils experiences, including Zamboni rides, watching warmups from the penalty box, dinner with Devils alumni through upcoming contests.
In addition to online activation, Devils marketing material is on display in the fast-casual restaurants’ New Jersey locations and Smashburger is the presenting sponsor of a number of in-arena features at Devils games, including the highlight-based “Smash Reel.”
Smashburger’s innovative take on preparing burgers—using a proprietary tool to smash burgers for more flavor—and focus on providing fresh, local menu options are two key values that hit home with the Devils.
In the past year the Devils have fostered partnerships with a number of companies that are breaking the traditional business mold and creating new ways to garner the attention of consumers, including trendsetting deals with online gaming outlets party poker and Hotbox.
In June, the Devils and the team’s home arena, Prudential Center, also brought on Legends Hospitality to completely overhaul the building’s concessions with a farm-to-fan focus using locally sourced ingredients. The concept brought the best of New Jersey’s diverse culinary scene under one roof.
Prudential Center now boasts food options inspired by the Jersey Shore, Garden State diners and Newark’s Ironbound District. A short drive to Smashburger locations in Cherry Hill or Ramsey will also offer fans a special menu with New Jersey spirit.
“Blue cheese and fried onions are popular local tastes and a great combination with bacon,” Smashburger founder Tom Ryan said. “We brought three different popular items together into one burger. It’s distinctive and fuses favorite New Jersey flavors.”
Beyond New Jersey’s special burger, Smashburger serves smashed to order burgers using certified Angus Beef as well as marinated chicken sandwiches paired with premium sides and salads.