Sat. Dec 4th, 2021

Sports betting operator Betway has further enhanced its sports-focused marketing in the US wagering and gaming market, partnering with the New Jersey Devils of the National Hockey League (NHL).

As a result of the agreement, the Super Group-owned brand will be able to leverage dashboard, Zamboni tunnel and in-bowl staircase branding as well as advertising opportunities across in-bowl LEDs and scoreboards.

Additionally, TV-visible signage will be granted to the firm – which is licenced in the UK and Malta – at all Devils’ home games, and the firm will also secure its status as the presenting partner of the social post series ‘Devils Starting Line-Up’, which will feature across the Newark-based teams online channels.

“We are thrilled that Betway has selected the New Jersey Devils to continue their global campaign to connect and engage with the most dedicated fans across the NHL and sport,” remarked Adam Cross, Senior Vice President of Global Partnerships for Harris Blitzer Sports & Entertainment and the New Jersey Devils.

“The New Jersey sports fan continues to be savvy, aware and engaged with sports betting opportunities; and we are pleased to introduce them to Betway’s unique platform, featuring some of the most entertaining wagers and competitive odds available today.”

As the sports betting and gaming sector continues to roll out across the US, Betway has implemented an aggressive sports-centred marketing and branding strategy, with a particular focus on the NHL.

The firm has already become an official partner of the league as well as its Philadelphia Flyers franchise, and outside of ice hockey has struck agreements with the Philadelphia 76ers and Dallas Mavericks of the National Basketball Association (NBA).

Commenting on the company’s latest deal, Anthony Werkman, Betway CEO, said: “We’re very excited to be adding the New Jersey Devils to our existing North American sports sponsorship portfolio.

“Our partnership with the Devils will give us great exposure via the extensive list of marketing rights, which will enable us to showcase our products to customers in New Jersey.”

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