Super Group, the parent company of online sports betting and gaming business Betway and online casino Spin, has signed an official multi-year partnership with the NHL’s New Jersey Devils.
Per terms of the partnership, Betway will receive dynamic brand exposure and TV-visible signage throughout Prudential Center, the Devils’ home arena, including dasherboard, Zamboni tunnel and in-bowl staircase branding, as well as in-bowl LED ring and scoreboard advertising. Additionally, Betway will become the presenting partner of the “Devils Starting Line-Up, presented by Betway,” a social post series supported and promoted across all of the Devils social media platforms.
As a result of the agreement with the Devils, Betway now has marketing partnerships with 10 U.S. sports franchises including the NHL’s Los Angeles Kings, New York Islanders and Philadelphia Flyers, as well as the NBA’s Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Los Angeles Clippers, Minnesota Timberwolves and Philadelphia 76ers. Betway is a prominent sponsor in Europe and Africa, with its most high profile sponsorship deal in the English Premier League with West Ham United.
John Collins, CEO of Sports Entertainment Acquisition Corp, stated: “We are excited to expand the Betway brand in the U.S., especially during a time when online sports betting continues to gain in popularity and more and more states look to capitalize on this trend. The New Jersey Devils are one of the most successful NHL franchises of all time, and we are very proud that Betway will be prominently associated with this organization going forward.
“The Devils, like Super Group’s entire portfolio of sports partners, recognize the significant weight Betway carries amongst sports fans around the world and how this partnership will help grow interest in the franchise well beyond North America.”
Meanwhile, Rush Street Interactive‘s Columbian operation RushBet has teamed up with LaLiga to become the prominent Spanish soccer league’s exclusive wagering partner in Colombia.
The deal enables RushBet to co-brand with the two top divisions of LaLiga — LaLiga Santander and LaLiga Smartbank. RushBet may use all LaLiga IP, including team logos and jerseys, as well as have certain LaLiga players such as Colombia natives Radamel Falcao, Jeison Murillo and Carlos Bacca, participate in RushBet promotions and advertisements.
Additionally, Rushbet will have access to exclusive “money can’t buy” hospitality packages for its bettors. VIP experiences include attending top rivalry games such as Real Madrid vs. Barcelona and Atletico Bilbao vs. Real Sociedad.
Omar Calvo, General Manager of RSI Colombia, commented: “We are committed to providing our players with the best content and high-quality entertainment, and this partnership is aligned with those objectives. LaLiga is one of the most viewed leagues in Colombia and across the globe, and we want to bring Colombians even closer to this important league.
“Integrating LaLiga media properties with Rushbet marks an exciting time for our company here in Latin America.”
Julián Gómez, LaLiga Delegate in Colombia, added: “This agreement will allow LaLiga to be even closer to our fans in Colombia, sharing all the passion and adrenaline that LaLiga has to offer. For many years we have played with passion, and we have shared it with our fans in Colombia, now, we are also really excited to also share all the emotion of LaLiga with RushBet’s consumers in Colombia.”
The partnership comes on the heels of RushBet gaining recognition as the “Sportsbook of the Year” for Latin America at the SBC Awards Latinoamérica 2021 ceremony in Miami, in October. RSI was recognized for the successful performance of its online sportsbook in Colombia over the past year and for the strong user experience and originality of the RushBet platform.