Betway enhances US brand exposure via multi-year NHL sponsorship

Betway has strengthened its brand exposure and marketing in the burgeoning US sports betting sector via a multi-year sponsorship arrangement with the National Hockey League (NHL).

The partnership represents the Malta-based operator’s debut partnership with a North American sports league, and will launch tomorrow (15 May) to coincide with the start of the 2021 Stanley Cup Playoffs.

Brand exposure will be achieved via corner-in-ice exposure and as well as a camera visible dashboard, featured on NHL game broadcasts.

Anthony Werkman, CEO of Betway, commented: “It’s an incredibly proud moment as we announce our first North American sports league partnership with the NHL.

“Starting with the Stanley Cup Playoffs, the Betway brand will receive major exposure to sports fans around the globe and that will continue at other NHL tentpole events throughout the calendar, which is hugely exciting for us.”

These signage placements will feature throughout both the Playoffs and for the Stanley Cup Final, a widely viewed sporting fixture in the US, and will continue throughout the duration of the partnership, exposing Betway’s brand to both an American and international audience.

Furthermore, Betway will benefit from corner in-ice brand positioning at tentpole events such as the NHL Winter Classic, NHL Stadium Series and NHL All-Star Weekend.

“The Stanley Cup Playoffs is the most exciting two months in sports and delivers a tremendous opportunity for fan engagement on a global basis,” added Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President.

“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.”

The agreement follows Betway’s enhancement of its UK marketing earlier this week, having secured a partnership with Surrey County Cricket Club, in a deal which includes advertising exposure at Kia Oval.