Betway Seals Miami Open Sponsorship Agreement Ahead of Planned US Expansion

  • Betway will receive digital and courtside advertising at the two-week event beginning Monday
  • The mainly spectatorless competition is taking place at the Hard Rock Stadium in Miami, Florida
  • The move comes just one month after Betway announced plans for a future launch in ten states
  • Betway has various other sponsorships, including soccer deals with West Ham and Hertha Berlin
Large tennis ball at Miami Open
Betway has signed a sponsorship agreement with the Miami Open tennis tournament one month after announcing plans for US expansion. [Image:]

Boosting the company’s presence

Betway will increase its exposure to tennis fans after signing a sponsorship agreement with the Miami Open. The move comes as the Europe-based operator plans an expansion into the US through a partnership with Digital Gaming Corporation (DGC).

Beginning on Monday and ending on April 4, the tournament will feature some of the best professional players in men’s and women’s tennis. As official betting partner of the event, Betway will gain brand exposure via digital and courtside advertising.

one of the most prestigious tennis tournaments in the world”

Betway CEO Anthony Werkman expressed excitement over the sports betting partnership, saying: “As a globally recognized brand, we’re excited to be involved with one of the most prestigious tennis tournaments in the world which plays host to some huge names in the sport.”

The tournament will take place at the Hard Rock Stadium in Miami, Florida. The majority of matches will be in front of empty seats because of current COVID-19 limitations. Various international stars have withdrawn from the competition, including Roger Federer and Serena Williams.

Plans for US expansion

Betway’s new sponsorship deal comes just one month after the company announced plans for North American expansion. In February, the operator signed a new brand licensing agreement with casino supplier DGC. Through this, Betway intends to launch its services in ten states under the brand “DGC Betway.”

Although Betway offers bingo, poker, and other online gaming, the company intends to focus on its sports betting and online casino products in the US. DGC will use the Betway brand to offer pre-match and in-play sports betting on a number of US and European sports leagues, catering offerings to each specific state.

So far, the companies are yet to confirm which states they will include in their plans or when they intend to launch.

A sponsorship strategy

In the past, Betway has made clear its commitment to sponsoring the biggest sporting events across the world. The company has partnerships in boxing, cricket, snooker, soccer, darts, horse racing, and esports.

a record-breaking commercial deal

Among various other sponsorships, Betway acts as official sports betting partner of West Ham United in the English Premier League. In May 2019, the company extended this agreement until 2025, a record-breaking commercial deal for the soccer club. The company also partnered with Hertha Berlin in the German Bundesliga last September.

Betway’s Miami Open partnership is not the company’s first foray into tennis sponsorship, either. The operator acted as international sponsor of both the Davis Cup and the Fed Cup from 2016. The International Tennis Federation ended the three-year sponsorship deal early, however, after deciding to move away from betting partnerships.

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