Professional Sports and Poker Teaming Up in New Jersey

New Jersey, the third state to allow online gambling is regarded as the test market for prospective US-wide launch of regulated online poker. This is a trial run for the investors, operators and marketeers involved and the entire poker industry is watching closely as the developments have huge implications for the near future.

In an unprecedented - in the U.S. -  marketing move, in January 2014, #PartyPokerNJ signed a deal with the Philadelphia 76ers of the NBA and the New Jersey Devils of the NHL making PartyPoker their ‘official online gaming partner’.

“They are two of the most iconic names in American hockey and basketball with huge and loyal fan bases throughout New Jersey and the surrounding metropolitan areas," said Norbert Teufelberger, CEO of Bwin.Party Digital Entertainment that operates PartyPoker. "There is an affinity between playing in online poker tournaments and #sports  -- winning is about having intense focus, stamina and a great competitive spirit."

This arrangement is an instance of smart and far-sighted marketing in many respects, the least of which are the great promotional and advertising opportunities among the huge fan pool of the two popular teams.

The stronger ties between online poker and professional sports will help clear up any lingering doubts among the general public about the legality of online poker;

will favorably influence the skill-versus-chance debate which is very important in the regulation process;

will help foster the perception of poker as a sport in its own right, on an equal footing with other mind sports such as chess, bridge, and draughts;

by association with well-loved sports and athletes, will enhance the image of professional poker players and of the industry as a whole, and positively reinforce their place in American popular culture.

In sum, this partnership may provide further impetus to the legalisation process by its expected long-term impact in terms of enhanced legitimacy and credibility of online poker.

Predictably, the news got extensive coverage by all major media and as the deal includes social networks and mobile applications the partnership will enjoy a sustained web presence throughout the duration of the sponsorship agreement.