Betway Named an Official Sports Betting Partner of NHL in US

Betway Named an Official Sports Betting Partner of NHL in US
© USA Today

Betway, an online sports betting company looking to gain a hold in the U.S. market, has its first partnership with a North American professional sports league.

The NHL announced Friday a new multiyear U.S. partnership with Betway, naming it an Official Sports Betting Partner. The partnership will launch on Saturday with the start of the 2021 Stanley Cup Playoffs, according to a news release.

Betway will receive brand exposure on NHL game broadcasts, the release said. Signs will be visible during the playoffs and Stanley Cup Final. It will continue through the partnership's duration. Betway will also receive top positions at the NHL Winter Classic, the NHL Stadium Series and NHL All-Star Weekend.

"It's an incredibly proud moment as we announce our first North American sports league partnership with the NHL,” Anthony Werkman, CEO of Betway, said in the release. “Starting with the Stanley Cup Playoffs, the Betway brand will receive major exposure to sports fans around the globe and that will continue at other NHL tentpole events throughout the calendar, which is hugely exciting for us."

The timing of the announcement comes just weeks after Betway’s parent company, Super Group, agreed to go public in a $4.75 billion deal with Sports Entertainment Acquisition Corp., a special purpose acquisition company (SPAC). It will list on the NYSE (“SGHC”).

The deal with Sports Entertainment Acquisition Corp., which is led by former NFL Executive Vice President Eric Grubman and former NHL Chief Operating Officer John Collins, gives UK-based Super Group and Betway a chance to increase its presence in the Unites States.

U.S. Sports Betting Market Push

To emphasize the U.S. market push, Super Group has agreed to acquire Digital Gaming Corp. DGC has the exclusive right to use the Betway brand in the U.S. and has secured market access for online sports betting and gaming in 10 states, including Pennsylvania, New Jersey, Colorado, Indiana and Iowa.

Betway has more than 60 brand partnerships with teams and leagues, including the NBA’s Cleveland Cavaliers, Chicago Bulls, Golden State Warriors, Brooklyn Nets and Los Angeles Clippers. The deal with the Cavaliers was announced on March 26.

More Details on the NHL Deal

The partnership gives Betway the ability to use NHL marks, logos and official designations, according to the news release. Betway will also have access to NHL-controlled media assets during the partnership, including digital, social and email marketing campaigns.

"The Stanley Cup Playoffs is the most exciting two months in sports and delivers a tremendous opportunity for fan engagement on a global basis," Keith Wachtel, NHL chief business officer and senior executive vice president, said in the release. "With the sports betting category continuing to evolve at a rapid pace, we're thrilled to launch our new partnership with Betway at this very exciting time of our season. Betway has a very aggressive growth strategy and are an ideal partner to engage with our avid fan base."

For Super Group and Betway, the NHL deal signals a path to additional league partnerships.

"This deal strengthens our global strategy to partner with the biggest leagues in the most popular sports around the world,“ Super Group CEO Neal Menashe said in the release. “Tens of millions of viewers will see the Betway logo on the ice for these prestigious games as we make ourselves known to a new audience in the U.S. and beyond."

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