The William Hill Sports Lounge, located outside Section 18 on the Main Concourse of Newark’s Prudential Center, is the latest major marketing foray executed by the rapidly expanding U.S. bookmaking operation, William Hill US announced on Thursday.
ESPN reports that because the NHL is not comfortable with the venue being an actual sportsbook in which bets can be placed at windows and kiosks, instead, “company ambassadors” will assist bettors in downloading William Hill‘s betting app to make wagers online.
No opening date for the remodeled and rebranded space has been announced.
The venue, to be open during all New Jersey Devils NHL games, has been created in partnership with the Devils and the Prudential Center and will feature more than 20 digital screens showcasing the world’s most popular sporting events and displaying odds and betting propositions. The William Hill Sports Lounge will be also be open during more than 175 concerts and special events held at the arena annually.