One of the leading international online betting and gaming brands, Betway has entered into a multi-year partnership with the New Jersey Devils and will serve as the team’s official sports betting partner.
Betway will receive brand exposure through a number of channels, including signage visible at Devils’ home games at the Prudential Center. The signage will be displayed on the dasherboard, Zamboni tunnel and in-bowl staircase at the stadium. The in-bowl LED rings and the scoreboard will also display Betway branding.
In addition to the branding display at home games, Betway will also receive extra exposure via the “Devils Starting Line-Up, presented by Betway,” which will be promoted across all Devils social media platforms and accounts.
“We’re very excited to be adding the New Jersey Devils to our existing North American sports sponsorship portfolio,” said Betway 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.”
Adam Cross, senior vice president of global partnerships for Harris Blitzer Sports & Entertainment and the Devils, said the team was “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. We are pleased to introduce them to Betway’s unique platform, featuring some of the most entertaining wagers and competitive odds available today.”
Partnerships gaining popularity
Betway has been engaging in strategic partnerships in recent months with various sporting organization across all the states in attempts to give the brand more exposure and take over a more significant part of market share.
Most recently, the operator entered partnerships with two of Pennsylvania’s leading sports teams, the Philadelphia Flyers and the Philadelphia 76ers, creating exposure to both NHL and NBA fans in the Keystone State.
A number of other similar partnerships were also announced by Betway’s competitors in the state, as Unibet partnered with the Pittsburgh Steelers and BetMGM created a similar partnership with the Pittsburgh Pirates.
BetMGM also partnered with the New York Knicks and the New York Rangers in an early attempt to promote the brand to the audience in New York, a state in which they will be going live next year. The same deal also gives BetMGM exposure via MSG Networks, which means the brand will be promoted during New York Islanders and New Jersey Devils games as well.
All partnerships established by sports betting brands in states where sports betting is currently legal come with similar terms, with teams providing extra exposure for the respective brands in exchange for financial compensation, although the exact numbers are not disclosed by either side.
As sports betting continues to expand throughout the US, it will be interesting to see which teams will partner up with Betway and other sports betting companies and what those partnerships will bring to the sports and sports betting fans alike.
