Betway inks multiyear partnership with the National Hockey League
Brand’s first partnership with a North American pro sports league launches May 15.
SGHC Limited, also known as Super Group, on Friday said its Betway online sports betting brand signed a multiyear US partnership with the National Hockey League.
The deal makes Betway an Official Sports Betting Partner of the NHL and represents the brand’s first sports betting partnership with a North American professional sports league, the company said.
Super Group, which recently entered into a business combination agreement with Sports Entertainment Acquisition Corp., is the holding company for Betwayand Spin, a multi-brand online casino offering.
The group is licensed in 23 jurisdictions, with positions in markets in Europe, the Americas and Africa.
The company’s partnership with the NHL will launch May 15, timed to the start of the 2021 Stanley Cup Playoffs. It said Betway will receive “significant brand exposure on a global basis” via a corner in-ice brand position and camera-visible dasherboard.
These signage placements will be in place for all games of the 2021 Stanley Cup Playoffs and 2021 Stanley Cup Final, and will continue throughout the duration of the partnership, the parties said.
Betway also will receive a corner in-ice brand position at NHL tentpole events, including the NHL Winter Classic, NHL Stadium Series and NHL All-Star Weekend.
The partnership provides Betway with rights to use NHL marks, logos and official designations on consumer marketing programs. Betway will also have access to NHL-controlled media assets throughout the term of the partnership, including custom digital, social and email marketing campaigns.
“This deal strengthens our strategy to expand our global customer base by partnering with the biggest leagues in the most popular sports around the world,” Neal Menashe, CEO of Super Group, said in a statement. “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 US and beyond.”
Anthony Werkman, CEO of Betway, added: “It is 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.”
Keith Wachtel, NHL chief business officer and senior EVP, said, “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 are 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.”
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