Betway Lands Its First-Ever North American Pro Sports League Partner via NHL Multi-Year Deal

  • This is the operator’s first partnership with a professional sports league in North America
  • Betway will get in-ice branding signage for games, starting during the 2021 Stanley Cup Playoffs
  • Parent company Super Group is acquiring DGC, giving Betway market access in up to ten states
  • The group is set to go public in the US via a merger with Sports Entertainment Acquisition Corp. 
NHL logo and Stanley Cup trophy silhouette
Betway has signed its first-ever multi-year sports betting partnership deal with a North American pro sports league via a link-up with the NHL. [Image:]

A wide-ranging agreement

Betway is now an official sports betting partner of the National Hockey League (NHL), making it the first such deal the operator has entered with a professional sports league in North America.

NHL Public Relations tweeted out the news of the agreement on May 14:

The partnership officially launched on May 15, coinciding with the start of the Stanley Cup Playoffs.

Betway will get significant brand exposure during game broadcasts, with branding to feature on an in-ice corner and on the camera-visible dasherboard. These placements will be active for the remainder of the 2021 NHL season and the rest of the partnership term. Betway will also get an in-ice corner branding position during the league’s tentpole events, including the NHL All-Star Weekend, NHL Stadium Series, and NHL Winter Classic.

The NHL already has a number of betting partners on board. Operators it has struck deals with include Bally’s Corporation, PointsBet, William Hill, FanDuel, and MGM Resorts International.

Betway will be able to utilize NHL logos, marks, and other official designations for marketing purposes. It can also access the entire portfolio of media assets that the NHL controls. This includes custom social, email, and digital marketing campaigns that aim to build brand awareness and accelerate customer acquisition.

The reaction to the partnership

Betway CEO Anthony Werkman emphasized how the signing of the announced deal was a proud moment for the gambling and betting operator. He spoke about the exposure Betway will be getting “to sports fans around the globe and that will continue at other NHL tentpole events throughout the calendar, which is hugely exciting for us.”

NHL chief business officer and senior executive vice president Keith Wachtel referenced the great level of fan engagement during the two-month-long Stanley Cup Playoffs. Speaking about the new betting partnership, he said:

Betway has a very aggressive growth strategy and are an ideal partner to engage with our avid fan base.”

Betway is the leading brand forming part of parent company Super Group, a company that plans to go public soon in the US. In his comments on the multi-year agreement, Super Group CEO Neal Menashe referred to the “tens of millions of viewers” who will have exposure to the Betway logo during games. Menashe added that the brand has a goal of partnering with the most significant sports leagues across the world.  

Betway focusing on US expansion

The Betway sports betting and online casino brand has been eyeing up the ever-growing US online gambling market for some time. It is already licensed in 23 jurisdictions, including key markets in Europe, Africa, and the Americas.

DGC acquisition would give Betway market access in up to ten states

Super Group initially signed a brand licensing deal with Digital Gaming Corporation (DGC) in February this year. The group subsequently announced that it would be acquiring the online gaming solutions provider. The pending DGC acquisition would give Betway market access in up to ten states, including Indiana, Colorado, New Jersey, and Pennsylvania. The market access covers both online casinos and sports betting where allowable.

Betway has also signed partnerships with many notable US sports teams, including the Chicago Bulls, LA Clippers, Brooklyn Nets, Golden State Warriors, and Cleveland Cavaliers.

To aid in its expansion, Super Group revealed at the end of April that it has a definitive agreement to go public in the US. The public listing will be through a merger with special purpose acquisition company (SPAC) Sports Entertainment Acquisition Corp.

The resulting company will have a listing on the New York Stock Exchange and will be called Super Group. The initial valuation for the new company is reportedly in the region of $5.1bn.

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