Betway secures new partnership with the New Jersey Devils

The Super Group-owned online gambling operator Betway has announced a multi-year partnership with the National Hockey League’s (NHL) New Jersey Devils.

This comes after the operator secured licenses for gambling in Poland and Iowa last month.

Betway’s partnership with the NJ Devils

On Monday Betway’s parent company, Super Group, which recently entered into a business combination agreement with Sports Entertainment Acquisition Corp announced a partnership with the New Jersey Devils.

Under the partnership, Betway will receive brand exposure and TV-visible signage throughout Prudential Center, the Devils’ home arena, including dasherboard, Zamboni tunnel and in-bowl staircase branding, as well as in-bowl LED ring and scoreboard advertising. 

Additionally, Betway will become the presenting partner of the “Devils Starting Line-Up, presented by Betway,” a social post series supported and promoted across all of the Devils social media platforms.

John Collins, CEO of Sports Entertainment Acquisition Corp, stated: “We are excited to expand the Betway brand in the US, especially during a time when online sports betting continues to gain in popularity and more and more states look to capitalize on this trend. 

The New Jersey Devils are one of the most successful NHL franchises of all time, and we are very proud that Betway will be prominently associated with this organization going forward. The Devils, like Super Group’s entire portfolio of sports partners, recognize the significant weight Betway carries amongst sports fans around the world and how this partnership will help grow interest in the franchise well beyond North America.”

Another partnership for Betway

With this new partnership, Betway has now secured marketing partnerships with 12 US sports teams.

The teams include the NHL’s Los Angeles Kings, New York Islanders and Philadelphia Flyers, as well National Basketball Association’s (NBA) Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Los Angeles Clippers, Minnesota Timberwolves, Philadelphia 76ers, Miami Heat and Dallas Mavericks.

The partnerships are intended to support Super Group’s US expansion and come after the group merged with the special purpose acquisition company Sports Entertainment Acquisition Corp to list on the New York Stock Exchange back in April.

Betway in the US

Since the merger with Sports Entertainment,  the Betway brand has launched in five states and secured market access into an additional six markets.

Betway is currently operational in Iowa, Indiana, Colorado, New Jersey and Pennsylvania.

Back in October, the Betway brand also signed an agreement with Evolution for the provision of its online Live Casino and First Person RNG-based casino games in New Jersey and Pennsylvania.

The operator secured entry into the US betting market back in March via a deal with DGC. So far, DGC has secured market access for online gambling in 10 states which include New Jersey, Pennsylvania, Colorado, Indiana, and Iowa.

To help bolster its plans for US growth, Super Group also revealed it had agreed on definitive terms to acquire DGC.