UK bookmaker William Hill has opened up a new front in the battle to gain market share in the US betting market with the launch of a new National Hockey League (NHL) betting venue.  

The William Hill Sports Lounge, based in the Prudential Center, Newark, the home of the New Jersey Devils, was originally announced in October and on Friday, the venue held a ribbon-cutting ceremony to inaugurate the 1,200 square-foot facility, ahead of the Devils’ game against Las Vegas.  

The ceremony was attended by Joe Asher, the CEO of William Hill, the President of Harris Blitzer Sports & Entertainment, Hugh Weber, Devils alumni and broadcaster Ken Daneyko and New Jersey Devils Hockey Network Radio broadcaster Chico Resch. 

The aim of the facility is to offer sports betting fans a modern betting experience, and the lounge has been designed to incorporate over 32 digital, LED screens in a massive video wall, that will show footage from some of the world’s most popular sporting events as well as detailing the latest sports betting odds. Based on the Main Concourse of the Prudential Center, the Lounge will be open at all  Devils home games and for the 175 concerts and other events held there every year. As part of the deal, William Hill will also employ betting ambassadors to help Devils fans and others learn more about sports betting.  

New Jersey was the first state to go live with its sports betting industry following the ruling by the Supreme Court in May that effectively legalized sports betting in the country.  

Image sourced from Shutterstock.

Published by Andie Hughes

Based in England, Andie Hughes is a freelance betting writer with over a decade of experience in the industry. Andie has written for ESPN, Betfair, Sporting Life, and Boylesports, and can be contacted at

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