Global gaming and sports betting brand Betway has unveiled a multi-year sponsorship agreement with the National Hockey League, marking the brands first such partnership alongside a North American sports league. 

Launching tomorrow with the start of the 2021 Stanley Cup Playoffs, Betway will receive brand exposure on NHL game broadcasts via a corner-in-ice brand position and camera-visible dashboard.

These signage placements will be for all games of the 2021 Stanley Cup playoffs and final, and will continue throughout the duration of the partnership and be broadcast to fans on a global basis. 

Furthermore, 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 Stanley Cup playoffs is the most exciting two months in sports and delivers a tremendous opportunity for fan engagement on a global basis,” stated Keith Wachtel, NHL chief business officer and senior executive vice president

“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.”

This comes after Betway secured collaborations with seven franchises across the National Basketball Association and NHL ecosystems earlier in the year.

This saw alliances struck with five NBA franchises, namely the Brooklyn Nets, Chicago Bulls, Cleveland Cavaliers, LA Clippers and Golden State Warriors, as well as four-time Stanley Cup Champions New York Islanders, and the Los Angeles Kings.

Anthony Werkman, CEO of Betway, said of the latest link-up: “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 will start this weekend when the Boston Bruins play at the Washington Capitals in game one of their first round series.