Super Group-owned online gambling operator Betway has agreed a multi-year partnership with National Hockey League (NHL) franchise the New Jersey Devils.
Betway will receive brand exposure and TV-visible signage throughout the Devils’ Prudential Center home arena, including dasherboard, Zamboni tunnel and in-bowl staircase branding, as well as in-bowl LED ring and scoreboard advertising.
The operator also becomes presenting partner of the ‘Devils Starting Line-Up, presented by Betway’, a social post series supported and promoted across all of the franchise’s official channels.
The deal means Betway now has marketing partnerships with 12 US sports teams, including the NHLs’ Los Angeles Kings, New York Islanders and Philadelphia Flyers, as well as National Basketball Association (NBA) franchises the Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Los Angeles Clippers, Minnesota Timberwolves, Philadelphia 76ers, Miami Heat and Dallas Mavericks.
The partnership roster is designed to support its parent company Super Group’s US expansion. It entered a definitive agreement to merge with special purpose acquisition business Sports Entertainment Acquisition Corp (SEAC) and list on the Nasdaq in April.
Since then it has launched in five states – Iowa, Indiana, Colorado, New Jersey and Pennsylvania – with market access agreed for an additional six states.
“We are excited to expand the Betway brand in the US, especially during a time when online sports betting continues to gain in popularity and more and more states look to capitalize on this trend,” SEAC chief executive John Collins said.
He described the Devils as one of the most successful NHL franchises of all time, adding that he was proud to have Betway associated with the organization.
“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,” Collins added.