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.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.