Betting operator William Hill US has agreed a deal to sponsor broadcasts of the New Jersey Devils on US regional sports and entertainment network MSG Networks.

The sponsorship includes a mix of in-game integration, branded content and commercial spots that will air during MSG Networks' Devils game broadcasts, as well as in the in Devils pre- and post-game shows.

It follows William Hill's recent sponsorship of the NHL team, which includes the launch of an in-arena William Hill Sports Lounge at the Prudential Center stadium, as well as other in-arena advertising and branding opportunities across Devils' digital and social channels.

"It's incredibly exciting to partner with William Hill on this first of its kind arrangement with any regional sports network," said MSG Networks president and CEO Andrea Greenberg,. "With William Hill's team sponsorship of the Devils in place as well, we are able to provide William Hill with seamless and powerful integration of both media assets and assets at the Prudential Center which we hope will serve as the model for future sponsorships."

William Hill US chief marketing officer Sharon Otterman commented: "We are thrilled to partner with MSG Networks on this groundbreaking partnership. We are excited to educate fans on sports betting and to help enhance the broadcast with the content fans are seeking."

MSG Networks owns and operates two regional sports and entertainment networks, MSG Network (MSG) and MSG+, as well as a live streaming and video on demand platform, MSG GO.

The networks are home to 10 professional sports teams, delivering live games from the New York Knicks; New York Rangers; New York Islanders; New Jersey Devils; Buffalo Sabres; New York Liberty; New York Red Bulls and the Westchester Knicks, as well as coverage of the New York Giants and Buffalo Bills.

Shares in William Hill plc (LSE:WMH) were trading down 1.47 per cent at 174.75 pence per share in London Tuesday morning, setting a new 52-week low of 174.55 pence per share in the process.

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