Betway, the international online betting operator, has agreed a multi-year sponsorship deal with North American ice hockey's NHL.

The deal will see Betway serve as an official sports betting partner of the NHL in what is the company's first sports betting partnership with a major league on the continent.

It comes into effect tomorrow for the start of the 2021 Stanley Cup Playoffs, with Betway receiving brand exposure via a corner in-ice brand position and a camera-visible dasherboard at all games through to the Stanley Cup Final.

Betway will also receive a corner in-ice brand position at NHL tentpole events.

In addition, Betway will have the right to use NHL marks, logos and official designations to help create NHL-focused marketing programmes, as well as have access to NHL’s portfolio of controlled media assets including custom digital, social and email marketing campaigns.

Keith Wachtel, chief of business and senior executive vice president of NHL, 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’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.”

Last month, it was announced that Betway, via its holding firm Super Group, will list on the New York Stock Exchange in the second half of 2021 through a merger with a special purpose acquisition company Sports Entertainment Acquisition Group.