Leading sports wagering brand, Betway, has agreed to an agreement with the NHL (National Hockey League). The multi-year deal will see the betting brand become the league’s official sports betting partner. The brand’s parent company, Super Group, announced the partnership on May 14, 2021.
The deal with NHL is significant since this is the first of its kind with a sports league in North America. According to the details of the deal, the partnership is set to kick off with the Stanley Cup Playoffs. Reflecting on the deal, Anthony Werkman, Betway CEO, said that Betway will gain massive exposure to fans worldwide. According to the CEO, the exposure is set to continue with upcoming NHL events in the league’s calendar.
The exposure will be via corner in-ice position as well as signage from camera-visible dasher board. These perks will be available in all games including the Stanley Cup Final and the Stanley Cup Playoffs in 2021. This is also set to continue for the period of the deal.
Super Group CEO, Neal Menashe said that the partnership will allow the company to expand its customer base worldwide. According to the CEO, this will be possible by collaborating with other leading leagues in popular sports. He added that millions of sports fans viewing sporting events will spot Betway’s logo on the rink during various games.
The deal also allows Betway to benefit from brand visibility and exposure at NHL tentpole events. These include the likes of NHL All-Star Weekend, NHL Stadium Series, and the NHL Winter Classic.
Brand awareness is part of the deal but in addition to this, Betway will earn permission to use NHL’s official designations, marks, and logos. As such, Betway will be able to create unique marketing campaigns that focused on NHL fans.
Senior Executive VP and Chief Business Officer of the NHL, Keith Wachtel expressed their excitement at partnering with Betway as the season kicks off. According to Mr. Wachtel, Betway is aggressive in its growth strategy, making it a perfect partner.
In addition to using NHL’s logos, designations, and marks, the sports betting company will have access to media assets owned by the NHL. These assets include the likes of email & social marketing tools as well as custom digital initiatives that will the betting brand create awareness about its brand. Consequently, this will increase customer acquisition.
The fight to penetrate the U.S. market continues, with the NHL partnership coming at the back of several deals by Betway and various sports franchises. The sports betting platform signed deals with NHL’s New York Islanders and the National Basketball Association in March.
Overall, Super Group recently acquired Digital Gaming Corp. As a result, DGC now has exclusive rights to use Betway’s brand across the country. Moreover, it has received licenses to operate in 10 states. These are Iowa, Indiana, Pennsylvania, Colorado, and New Jersey.
To this point, Betway has made in-roads in the US thanks to over 60 brand collaborations with leagues and teams such as Chicago Bulls, Cleveland, Cavaliers, Los Angeles Clippers, and the Brooklyn Nets.