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Devils paired with winery in latest business partnership

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The New Jersey Devils have inked the latest in a string of new partnerships over the past year — one that will allow fans to take part in wine tastings on game nights at the Prudential Center.

In an announcement Monday, the Newark-based NHL team unveiled the deal with Chilean wine brand Casillero del Diablo, which translates to “The Devil’s Cellar.” The winery, which also partners with the United Kingdom’s Manchester United football club, will have its wines placed in the arena’s premium clubs, bars, lounges and suites during the season and the summer for select concerts and special events.

“We are excited to partner with Casillero del Diablo to continue building a world-class experience at Prudential Center,” Hugh Weber, president of Prudential Center and the New Jersey Devils, said in a prepared statement. “This partnership brings together a unique synergy in brand identity, and shared values of passion, tradition and legacy, at the core of both of our businesses."

The deal making Casillero del Diablo the official wine of the Devils comes about 16 months after a new ownership group, led by investors Josh Harris and David Blitzer, acquired the team and the 7-year-old Prudential Center. The group and its executive team were especially vocal about engaging the state’s business community and finding creative partnerships for what was at times a cash-strapped sports franchise.

Since then, the Devils and the arena have inked deals with brands such as Swiss watchmaker RAYMOND WEIL. And in January, the organization announced a landmark partnership with Partypoker, the first between a U.S. professional sports and an Internet gaming operator.

The deal with Casillero del Diablo will allow Devils fans to experience Casillero del Diablo wines in a unique setting through social media and retail-based sweepstakes, according to a news release. That includes tickets to a private “Wine with the Devils” social night in February at a location near Prudential Center with Devils alumni and team executives, plus a “Skate & Taste Night” at the Prudential Center.

“We’re hugely proud to partner with the New Jersey Devils,” Marc Goodrich, president of Excelsior Wines, U.S. importer for Casillero del Diablo, said in a prepared statement. “The affinity between our brand names and respective track record of competitive success is self-evident.”

As part of the deal, Casillero del Diablo will also host two Friday night wine tastings at Prudential Center, coinciding with Devils games against the New York Islanders on Jan. 9 and the Toronto Maple Leafs on Feb. 6.


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