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Betway scores new partnership with National Hockey League


Super Group-owned online gambling operator Betway has entered into a multi-year, US-facing partnership with the National Hockey League (NHL).

The deal, which is Betway’s first betting partnership with a professional sports league in North America, will see the operator become an official sports betting partner of the NHL.

Betway will receive brand exposure via a corner in-ice brand position and camera-visible dashboard. Signage placements will be for all games of the 2021 Stanley Cup Playoffs – which begin tomorrow (May 15) and Stanley Cup Final, and will continue throughout the duration of the partnership.

The operator will also receive a corner in-ice brand position at NHL tentpole events, including the NHL Winter Classic, NHL Stadium Series and NHL All-Star Weekend.

In addition, Betway will have the rights to use NHL marks, logos and official designations, as well as access to a portfolio of NHL-controlled media assets including custom digital, social and email marketing campaigns.

“This deal strengthens our strategy to expand our global customer base by partnering with the biggest leagues in the most popular sports around the world,” Super Group chief executive Neal Menashe said.

“Tens of millions of viewers will see the Betway logo on the ice for these prestigious games as we make ourselves known to a new audience in the US and beyond.”

NHL chief business officer and senior executive vice president, Keith Wachtel, added: “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 deal comes after Super Group last month entered into a definitive agreement to merge with special purpose acquisition business Sports Entertainment Acquisition Corp. (SEAC) and expand its offering into the US market.

Super Group intends to combine with SEAC and apply to list shares on the New York Stock Exchange, with the new business to operate under the name Super Group.

SEAC agreed to combine with Super Group, which also owns the Spin multi-brand online casino business, based on a $4.75bn pre-money equity valuation.