Malta-based operator Betway has signed a multi-year deal to become the official betting partner of the New Jersey Devils.
The deal with the NHL franchise will see Betway receive significant advertising and marketing exposure at the Prudential Center based in Newark. This will include dasher board, Zamboni tunnel and in-bowl staircase branding, as well as in-bowl LED ring and scoreboard advertising.
Betway will also become the presenting partner of their Devils Starting Line-Up announcements that will take place across their official social media channels.
They now have no fewer than 12 different partnerships with US Sports Teams, with the Devils becoming the fourth NHL team to sign with them alongside the Los Angeles Kings, Philadelphia Flyers and New York Islanders.
A further eight NBA franchises have penned deals with Betway: the Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Los Angeles Clippers, Philadelphia 76ers, Dallas Mavericks, Miami Heat and, most recently, the Minnesota Timberwolves.
Becoming the official betting partner of 12 different major sporting franchises in the United States has helped increase awareness of Betway in the North American market.
New Jersey is currently one of the biggest markets in the US having recently broken the sports betting handle record for a single month in October after taking in $1.3 billion worth of bets throughout the state. Recent activity in New Jersey will have played a role in Betway targeting the Devils, with the state surpassing a $1 billion handle in each of the last two months.
Adam Cross, Senior VP of Global Partnerships for the New Jersey Devils, was enthusiastic about its partnership with Betway, commenting: “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.
“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.”
“We’re very excited to be adding the New Jersey Devils to our existing North American sports sponsorship portfolio,” added Betway’s CEO Anthony Werkman.
“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.”