The Stanley Cup is here and if you haven’t played the NHL Fantasy Challenge yet, it’s time as both the New Jersey Devils and the Los Angeles Kings are utilizing the application.

While the concept is cool for fans to enjoy, it isn’t the game that we’re impressed by. It’s the fact that the New Jersey Devils just created a valuable new piece of sponsorship inventory in the digital space for their New Jersey Lottery corporate partner.

The nice thing about digital inventory is that it’s completely customizable for any brand that is looking for unique opportunities. Here, the Devils tweaked the application by placing the corporate logo on the ice and changing the player whose score will be doubled into a “Megaplayer” to compliment the branding of New Jersey Lottery.

Turning digital assets into inventory is easy and attractive for new or prospective partners. It can be just as valuable as traditional signage to your client sales team and we’re happy to see teams starting to realize this.