Australian online bookmaker PointsBet Holdings Proprietary Limited has announced the signing of an agreement to serve as the official gaming partner for the Detroit Red Wings franchise of the National Hockey League (NHL).

The Melbourne-headquartered operator used an official Tuesday press release to declare that the multi-year arrangement has been ‘designed to enhance fan engagement and game-day excitement’ and will involve the existing Sports and Social Detroit area inside the Michigan team’s 19,500-seat Little Caesars Arena home being transformed into the new-look PointsBet Sports Bar.

Bountiful benefits:

PointsBet Holdings Proprietary Limited stated that the alliance inked by its PointsBet USA subsidiary is to go live later this year to see the PointsBet Sports Bar begin offering fans of the eleven-time Stanley Cup champions ‘a full-service food and beverage menu, high-definition televisions, live betting odds, special guests, unique programing, VIP access and fun gaming promotions.’ The bookmaker proclaimed that the new relationship will moreover encompass a range of game-day signage and marketing opportunities as well as ‘a sponsored presence’ for its PointsBet mobile sportsbetting app across digital media platforms featuring the Ilitch Holdings Incorporated-owned team.

Growing group:

Johnny Aitken serves as Chief Executive Officer for PointsBet USA and he used the press release to detail that his firm’s sportsbetting services are already available to punters in Illinois, Colorado, Iowa, Indiana and New Jersey and became licensed in Michigan early last year following the signing of an agreement with the Midwestern state’s Lac Vieux Desert Band of Lake Superior Chippewa Indians. He furthermore explained that the sportsbook operator last summer inked a similar compact with the Detroit Tigers franchise of Major League Baseball (MLB) before starting this year by agreeing an analogous alliance with the Detroit Pistons of the National Basketball Association (NBA).

Read a statement from Aitken…

“We are thrilled to extend our relationship with the Ilitch organization and announce this partnership with the Detroit Red Wings, a very proud and storied NHL franchise with an extremely passionate fanbase. We now have the unique opportunity to work closely across both the Detroit Red Wings and the Detroit Tigers and we look forward to leveraging our competitive advantage of owning our technology environment from end to end to implement engaging product innovation and personalized offerings to complement our app’s market-leading speed.”

Possible prospects:

Michigan went live with in-person sportsbetting in March and will soon begin allowing aficionados across ‘The Wolverine State’ to utilize platforms including the iOS and Android-enabled PointsBet app to place wagers via a mobile device. Chris Granger, Sports and Entertainment Group President for Ilitch Holdings Incorporated, pronounced that the Detroit Red Wings is ‘proud’ to have deepened its relationship with PointsBet and is now looking forward to creating even more ‘dynamic experiences’ for its fans.

Granger’s statement read…

“Our fans will enjoy the lively atmosphere of the PointsBet Sports Bar and the energy this partnership will bring to the game-day experience in and around Little Caesars Arena.”