The National Hockey League (NHL) has named Betway the official sports betting partner of the league in the United States effective Saturday. The multiyear partnership announced Friday is the Malta-based global brand’s first sports betting deal with a North American professional sports league.

The partnership is scheduled to be launched on Saturday with the kick-off of the 2021 Stanley Cup Playoffs, according to a news release.

Betway is a subsidiary brand of SGHC Limited (Super Group), which recently merged with Sports Entertainment Acquisition Corp, a special purpose acquisition company. The SPAC deal was a part of Super Group’s plan to bring its global online sports betting and gaming group to the US public markets.

Further Details

The NHL-Betway partnership will allow the digital sportsbook to get brand exposure on the league’s game broadcasts. These signs will be visible during the playoffs and the 2021 Stanley Cup Final and will continue throughout the period of this partnership.

Betway will also receive top positions at the league’s tentpole events, including the NHL Winter Classic and the NHL Stadium Series.

Anthony Werkman, CEO of Betway, said it is an “incredibly proud moment” for the brand as it struck its first North American sports league partnership with the professional ice hockey league. He said the Betway brand would receive significant exposure to sports fans around the globe.

NHL-Betway Deal Underscores Super Group’s Expansionist Plans

In a statement, Super Group’s CEO Neal Menashe said the NHL-Betway deal is in line with the company’s expansionist strategy. He said the group focuses on expanding its global customer base by partnering with the biggest leagues in the sports world.

“Tens of millions of viewers will now see the Betway sign on the ice for these prestigious games as the company make itself known to a new audience in the US and beyond,” Menashe said.

The association extends specific rights to Betway to use NHL signage and logos to help create credible NHL fan and consumer marketing programs. Furthermore, the digital sportsbook will have access to a full portfolio of the league-controlled media assets through the duration of this partnership, including social and email marketing strategies aimed at building brand awareness and gaining new customer acquisition.

Stanley Cup Playoffs, Ideal Timing to Launch the Partnership

The 2021 Stanley Cup Playoff, the playoff tournament of the NHL, kicks off Saturday, May 15, 2021. The tournament will end with the 2021 Stanley Cup Finals to decide the winner in July 2021.

Keith Wachtel, NHL Chief Business Officer, and Senior Executive VP said “Betway has a very aggressive growth strategy”. He added that the event is an ideal opportunity for fan engagement on a global basis. He said the league is excited to launch its new partnership with Betway as the sports betting category continues to take the center stage (in the US).

The NHL-Betway deal comes less than a month after the sportsbook’s parent company Super Group agreed to a $4.75 billion SPAC deal with Sports Entertainment Acquisition Corp. The deal was led by former NFL Executive Vice President Eric Grubman and former NHL Chief Operating Officer John Collins in a bid to bring the UK-based Super Group to land in the US Sports betting.

For this, Super Group agreed to acquire Digital Gaming Corp (DGC), which has the exclusive right to use the Betway brand in the US and has online sports betting access to as many as ten states.

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