NHL unveils Betway as latest Official Sports Betting Partner ahead of Stanley Cup Playoffs

Image source: USA TODAY Network/SIPA USA/PA Images

Online sports betting firm Betway has been named as an Official Sports Betting partner of the National Hockey League (NHL) today in a deal that represents Betway’s first sports betting alliance with a North American professional sports league.

Launching tomorrow with the start of the 2021 Stanley Cup Playoffs, Betway will receive significant brand exposure on NHL game broadcasts via a corner in-ice brand position and camera-visible dasherboard. 

These signage placements will be for all games of the 2021 Stanley Cup Playoffs and 2021 Stanley Cup Final and will continue throughout the duration of the partnership and be broadcast to fans on a global basis. 

Anthony Werkman, CEO of Betway, said: “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.”

Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President, commented: “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.”

Betway is the flagship sportsbook brand of Super Group (SGHC) which earlier this month entered into a definitive agreement with Sports Entertainment Acquisition Corp, a publicly traded special purpose acquisition company, to bring its global online sports betting and gaming group to the US public markets.

Super Group CEO Neal Menashe 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 US and beyond.”

The partnership provides Betway with rights to use NHL marks, logos and official designations designed to help create authentic NHL fan and consumer marketing programs. Additionally, it will have access to a full portfolio of NHL-controlled media assets throughout the term of the partnership including custom digital, social and email marketing campaigns focused on building brand awareness and driving new customer acquisition.