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William Sports Hill Lounge opened at Friday's Devils game

HBSE President Hugh Weber and CRO Adam Davis, along with William Hill CEO Joe Asher participated in ribbon cutting ceremony prior to the Devils hosting the Knights

by Caela McLoughlin @NJDevils /

Prior to the Devils home game against the Las Vegas Knights on December 14, Harris Blitzer Sports & Entertainment President Hugh Weber and Chief Revenue Officer Adam Davis, along with William Hill CEO Joe Asher participated in a ceremonial ribbon cutting to open the William Hill Sports Lounge.

"Welcome to Prudential Center on a historic day for both the Prudential Center, the Devils, William Hill, and the state of New Jersey," Weber said in opening. "We are proud to announce a partnership that is breaking what we believe are new barriers in terms of the fan experience and what it means to come and watch hockey live. Over the last five years, we've committed ourselves to investing in matchless ways that our fans can have the best in-class experience, and we believe this partnership is a great reflection of that." 

In October, the Devils and Prudential Center announced the partnership with the sports betting company, the first of its kind for the NHL team and arena. The ceremony signifies the opening of William Hill's first-ever branded hospitality lounge in the United States, which is 1,200 square-feet and is located outside of section 18 on the main concourse of Prudential Center. Devils alumni and MSG broadcaster Ken Daneyko and radio broadcaster Chico Resch were present to cut the ceremonial ribbon in the space.

"It's really exciting to be able to do this," Asher said. "This is the first sports betting lounge anywhere in the country and we're glad that we could be able to be the ones to do it. We've been working on this for quite some time and we're hoping it exposes people to our brand and it's great to be associated with the Devils. It's such a passionate fan base as well, that we hope this is going to be a nice addition to the arena."

The space features more than 32 40.21" x 22.67" digital LED screens which will show the world's most popular sporting events and compelling odds for fans during Prudential Center events. The lounge will be staffed by William Hill ambassadors who will assist Devils fans and Prudential Center event attendees with downloading and engaging with the William Hill Sportsbook App. 

"We pride ourselves on being innovators and the first of their kind," Weber explained. "This is the representation of another first; the first indoor arena in North America to have sports betting and have all of the information here for our fans take in. We think it's just another reason that fans will want to come to Prudential Center and see the game live as opposed to maybe watching it some other way"

"I think it continues to enhance the entertainment experience," Davis said. "I want it to be a destination that fans know they can come to catch all the great action that's going on in the sports world. I think it's an opportunity for them to come, engage, and if they're lucky, put some money in their pocket."

The lounge will be open for all Devils home games, in addition to more than 175 concerts and special events held at the arena annually. Devils fans who attended the game Friday were among the first attendees who visited the lounge. Fans are encouraged to download the William Hill Sportsbook App on their mobile device to participate in the space. 

"I hope it's something where two friends are at a hockey game and maybe they're not sitting together," Asher said, "where they say, 'hey I'll meet you by the William Hill Lounge'. We want this to be something that people associate with Prudential Center and with the Devils."

For more information about the partnership between William Hill, the Devils and Prudential Center, view the full press release.

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