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 campaign..