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Betway, a global gaming and sports betting company, has announced a multi-year sponsorship deal with the National Hockey League, the company’s first with a North American sports league.
Betway will have a corner-in-ice brand location and a camera-visible dashboard on NHL game broadcasts starting tomorrow, with the start of the 2021 Stanley Cup Playoffs.
These signage placements will be for all games of the 2021 Stanley Cup playoffs which final, and will be broadcast to fans around the world for the lifetime of the relationship.
In addition, Betway will have a corner-in-ice brand presence at NHL tentpole events such as the NHL Winter Classic, NHL Stadium Series, and NHL All-Star Weekend.
Fan engagement on a global basis
Keith Wachtel, NHL chief business officer and senior executive vice president said: “The Stanley Cup playoffs is the most exciting two months in sports and delivers a tremendous opportunity for fan engagement on a global basis.
“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.”
NBA and NHL
This comes after Betway announced earlier this year that it had established partnerships with seven franchises from the NBA and NHL ecosystems.
Five NBA teams, including the Brooklyn Nets, Chicago Bulls, Cleveland Cavaliers, LA Clippers, and Golden State Warriors, as well as the four-time Stanley Cup champion New York Islanders and the Los Angeles Kings, formed partnerships.
According to Anthony Werkman, CEO of Betway: “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.”
The Stanley Cup playoffs begin this weekend with the Boston Bruins hosting the Washington Capitals in game one of their first round series.