Betway’s Multiyear Partnership With National Hockey League

SGHC Limited announced that Betway, its premier online sports betting brand, has entered into a multiyear U.S. partnership with the National Hockey League (NHL). This new deal makes Betway an Official Sports Betting Partner of the NHL® and represents the brand’s first sports betting partnership with a North American professional sports league.

Launching tomorrow with the start of the 2021 Stanley Cup® Playoffs, Betway will receive significant brand exposure on a global basis via a corner in-ice brand position and camera-visible dasherboard. These signage placements will be for all games of the 2021 Stanley Cup Playoffs and 2021 Stanley Cup Final and will continue throughout the duration of the partnership. Betway will also receive a corner in-ice brand position at NHL tentpole events, including the NHL Winter Classic®, NHL Stadium Series™ and NHL® All-Star Weekend.

The partnership provides Betway with rights to use NHL marks, logos and official designations designed help create authentic NHL fan and consumer marketing programs. Additionally, Betway will have access to a full portfolio of NHL-controlled media assets throughout the term of the partnership including custom digital, social and email marketing campaigns focused on building brand awareness and driving new customer acquisition.