While hockey might not exactly be popular in Australia, one Australian company is making a big bet on the Detroit Red Wings
PointsBet sportsbook has signed a multi-year partnership deal with the Red Wings, centered around rebranding the Sports & Social Detroit at the Little Caesars Arena to the PointsBet Sports Bar. The new bar, which is expected to be up and running sometime in 2021, will offer VIP access, special guests, and live betting odds, as well as a full-service restaurant and bar.
“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,” Chris Granger, the group president, sports & entertainment, of Ilitch Holdings said in a press release. “We are proud to deepen our relationship with PointsBet and we look forward to creating dynamic experiences for our fans.”
In addition to the rebranding of the bar/restaurant, the partnership will also include virtual signage inside the blue lines for television viewers and signage throughout the arena. Additionally, PointsBet will be featured on the Red Wings’ digital platforms, the Detroit Red Wings radio network, and the District Detroit mobile app.
PointsBet making Michigan moves
This is the second entry point for PointsBet in the Michigan market, as it was named the official gaming partner for the Detroit Tigers last July.
“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,” said Johnny Aitken, the CEO of PointsBet USA. “We now have the unique opportunity to work closely across both the Red Wings and 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. PointsBet offers the most betting options in the world on NHL and MLB games via our unique PointsBetting product, and we are excited to unveil a deep and differentiated betting option into the great state of Michigan.”
PointsBet online sportsbook is expected to go live in Michigan in “early 2021,” according to the release.
This is just the latest Michigan move PointsBet has made. In addition to the Tigers deal, it signed former Pistons star Rip Hamilton to a sponsorship deal last week.
And the Red Wings aren’t shy about sharing their sports betting promotional support; in late October the team re-upped its “strategic partnership” with BetMGM.