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US – Super Group expands Betway brand in the US with the New Jersey Devils deal

By - 23 November 2021

SGHC, known as Super Group, the parent company of leading online sports betting and gaming business Betway, and Spin, the multi-brand online casino, which has entered into a business combination agreement with Sports Entertainment Acquisition Corp., has entered into an official multi-year partnership with the NHL’s New Jersey Devils.

Per terms of the partnership, Betway will receive dynamic brand exposure and TV-visible signage throughout Prudential Center, the Devils’ home arena, including dasherboard, Zamboni tunnel and in-bowl staircase branding, as well as in-bowl LED ring and scoreboard advertising. Additionally, Betway will become the presenting partner of the “Devils Starting Line-Up, presented by Betway,” a social post series supported and promoted across all of the Devils social media platforms.

As a result of the agreement with the Devils, Betway now has marketing partnerships with 10 U.S. sports franchises, including the Los Angeles Kings, New York Islanders and Philadelphia Flyers, and the NBA’s Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Los Angeles Clippers, Minnesota Timberwolves and Philadelphia 76ers.

John Collins, CEO of Sports Entertainment Acquisition Corp, said: “We are excited to expand the Betway brand in the US, especially during a time when online sports betting continues to gain in popularity and more and more states look to capitalize on this trend. The New Jersey Devils are one of the most successful NHL franchises of all time, and we are very proud that Betway will be prominently associated with this organization going forward. The Devils, like Super Group’s entire portfolio of sports partners, recognize the significant weight Betway carries amongst sports fans around the world and how this partnership will help grow interest in the franchise well beyond North America.”

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