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Betfair, Live Nation ink deal for sponsorship at N.J. concert venues

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Six months after the launch of Internet gambling in New Jersey, another one of the state's entertainment venue operators has partnered with an online gaming company.

BetfairCasino.com announced this week that it has become the official online gaming sponsor of Live Nation New Jersey, which operates the PNC Bank Arts Center in Holmdel and Susquehanna Bank Center in Camden. The sponsorship will allow Betfair patrons to earn credit toward events at Live Nation venues, starting this season for concerts at the Holmdel and Camden sites and several venues in Asbury Park.

Betfair, which is based in London, is the online gaming partner of Atlantic City’s Trump Plaza, as required by the state’s online gaming law. The partnership is one of six Internet gaming operators in the state.

"We are pleased to have the opportunity to engage with New Jersey's online gaming consumers through this marketing sponsorship with BetfairCasino.com," Andy Peikon, Live Nation’s senior vice president of Venue Sales, said in a prepared statement. “We know these are people who like to have fun, and the Live Nation Concert Cash and Ticketmaster Ticket Cash promotions are a great way to get folks out to fantastic concerts at amazing music venues in the Garden State.”

The deal follows the partnership between Partypoker and the owners of the New Jersey Devils, the Philadelphia 76ers and Prudential Center. The venture, announced in January, calls for Partypoker to be co-branded with the teams and their home arenas, including everything from social media to broadcast advertising, plus contests for tickets and suites for the teams and events at the Prudential Center.

But the move by Betfair also comes as online gaming revenue in New Jersey continues to be slow out of the gate. Figures released Thursday show the state’s six online gaming operators took in $10.5 million in May, a total that fell for the second straight month and is below the figures envisioned by state officials.

Still, Betfair was optimistic about the new deal. The company said it already has begun integrating sponsorship assets online and will be on site at both PNC Bank Arts Center and Susquehanna Bank Center throughout the summer concert season.

"We are excited to be able to work with venues like PNC Bank Arts Center and Susquehanna Bank Center on this great program to introduce thrill-seeking music fans in New Jersey to BetfairCasino.com with a unique and engaging experience both online and onsite," Don Ryan, senior vice president of gaming at Betfair U.S., said in a prepared statement. "The rush of seeing your favorite artist or band live is something we find very synergistic to the rush of playing your favorite casino games online — anytime and anywhere in New Jersey."

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Joshua Burd

Joshua Burd

Josh Burd covers real estate, economic development and sports and entertainment. Before joining NJBIZ in 2011, he spent four years as a metro reporter in Central Jersey. His email is joshb@njbiz.com and he is @JoshBurdNJ on Twitter.

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