The Detroit Red Wings NHL ice hockey franchise has signed a new multi-year partnership with sportsbook operator PointsBet, which will open a branded sports bar at Little Caesars Arena.

The partnership is designed to enhance fan engagement and the game-day experience at Little Caesars Arena. The new PointsBet Sports Bar will replace the Sports & Social Detroit space at the venue.

The sports bar is expected to open in 2021 and will offer a full-service food and beverage menu, high-definition televisions, live betting odds, special guests, unique programming, VIP access and gaming promotions.

As part of the agreement, PointsBet will benefit from TV-visible virtual signage inside the blue lines at Little Caesars Arena, as well as LED signage and branding throughout the facility, which the Red Wings share with NBA basketball team the Detroit Pistons.

PointsBet will also have a sponsored presence on the Red Wings’ digital platforms and be promoted across the team’s mobile app and radio networks.

Chris Granger, group president of sports and entertainment at Ilitch Holdings, which owns the Red Wings, said: “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. We are proud to deepen our relationship with PointsBet and we look forward to creating dynamic experiences for our fans.”

The partnership strengthens PointsBet’s presence in the Detroit sports market, with the company having partnered with the city’s Major League Baseball franchise, the Tigers, last July. The company was founded in Australia and debuted in the US in January 2019.

Johnny Aitken, chief executive of PointsBet USA, said: “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 personalised 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.”

Image: Detroit Red Wings