Expected to open for business on U.S. shores in the next few months, Malta-based global online sportsbook operator, Betway, has pulled off a successful marketing coup by becoming a fully-fledged ‘Official Sports Betting Partner’ of the National Hockey League (NHL).
Back in February, Betway announced their introduction to the U.S market was expected to come through the America’s most successful online sports betting state, New Jersey and 9 other legal U.S. sports betting states. However, Betway yet again showed off their way of not being afraid to surprise and do things a little differently by first launching in Colorado with the Garden State expected to be next out of the blocks, ‘coming soon’. Unsurprisingly then, comes the deal with the NHL as the Colorado Avalanche are the favorites for the Stanley Cup in 2021.
As the flagship online sportsbook brand of ‘Super Group’ (which earlier in May began its special agreement with Sports Entertainment Acquisition Corp, a publicly traded special purpose acquisition company), Betway will begin making its global online sports betting and gaming brand a familiar name across the United States.
Neal Menashe, Super Group Chief Executive Officer said:
“This deal strengthens our global strategy to partner with the biggest leagues in the most popular sports around the world. 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.”
Details of the Betway – NHL Deal
By signing this multiyear agreement, Betway is building upon close relationships it has already put in place with the sport in the United States. Betway has already established with the L.A. Kings and the New York Islanders.
Under the terms of the agreement, the British and Malta-based online sportsbook will establish advertising exposure with corner in-ice branding and a camera visible dashboard, to be featured on all NHL game broadcasts presented by ESPN.
The partnership between the NHL and Betway was launched just in time to coincide with the start of the 2021 Stanley Cup Playoffs. Keith Wachtel, the NHL Chief Business Officer and Senior Executive Vice President said in a media release;
“The Stanley Cup Playoffs is the most exciting two months in sports and delivers a tremendous opportunity for fan engagement on a global basis”.
“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,” Wachtel concluded.
The exclusive Betway signage on ice will be a feature throughout both the Playoffs and for the Stanley Cup Finals, one of the most-watched and biggest annual betting events in the United States. The signage is expecting to be an ongoing feature throughout the duration of the two parties’ agreement, exposing Betway’s brand to both internationally and to our domestic U.S. audience.
Additionally, Betway will be granted access to the full range of NHL-controlled media assets throughout the term of the agreement including customized digital, social and email marketing campaigns with NHL trade-marks, logos and official designations, that will be focused on building the online sportsbook’s brand awareness and forging a new customer base.
The final word was left to Anthony Werkman, Betway’s CEO who made it clear this is just the tip of the iceberg for Betway;
“It’s an incredibly proud moment as we announce our first North American sports league partnership with the NHL.
“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.”