How was your experience?

You need to check the captcha*
message icon

Thanks for your feedback!

Sportsbook Review uses cookies to help us provide, protect & improve our services in accordance with our Privacy & Cookies policy, which includes details of how you can change your cookie settings.

Super Group’s Betway Sportsbook Lands 10th Sports Betting Sponsorship

Dougie Hamilton #7 of the New Jersey Devils passes the puck. Phot by: Elsa/Getty Images via AFP.

Betway Sportsbook formed its 10th sports betting partnership in a deal with the NHL’s New Jersey Devils.

Global sports betting brand Betway continues to make a name for itself in the US market. The sportsbook has landed some key partnership deals since arriving on American soil in April 2021. A recognizable name in European markets, Betway has made it a mission to gain similar exposure in the US. It has moved on sports team partnership deals to do just that.

The latest sports team to align with Betway, a sportsbook owned by Super Group, is the New Jersey Devils. The NHL club will bring Betway on as an official sports betting partner. It is said to be a multi-year deal, and it will be immediately beneficial to both parties.

Adam Cross, Senior VP of Global Partnerships for the Devils said of its new partnership: “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.”

The deal

For Betway, the deal with the Devils is a marketing play. Betway signage and branding will be everywhere the NHL club happens to be. Not just at home at the Prudential Center, but also on the road during the team’s broadcasts.

The “dynamic brand exposure and TV-visible signage” will be scattered throughout the Prudential Center. This includes dasherboard, Zamboni tunnel, and in-bowl staircase branding, as well as in-bowl LED ring and scoreboard advertising. As mentioned, the branding is not only targeted to those visiting the Prudential Center but also those viewing Devils games on TV.

The Devils were one of three teams, along with the Washington Capitals, and Nashville Predators to agree to allow sponsorship branding on their uniforms starting this year. That puts Betway branding on the person of every Devils player during games in participating legal sports betting jurisdictions.

Betway has also agreed to become presenting partner of the “Devils Starting Line-Up, presented by Betway”. It will air on the Devils’ collection of social media outlets.

Building the brand

Betway has been active in signing on with sports betting entities in order to gain valuable brand recognition in the highly competitive and some-say saturated legal sports betting markets in the US.

Currently, Betway has sponsorship deals in place with the Los Angeles Kings, New York Islanders, and Philadelphia Flyers. It has also partnered with the NBA’s Chicago Bulls, Cleveland Cavaliers, Golden State Warriors, Los Angeles Clippers, Minnesota Timberwolves, and Philadelphia 76ers. The list is likely to keep growing.

“We’re very excited to be adding the New Jersey Devils to our existing North American sports sponsorship portfolio,” said 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.”


Both Betway and the Devils come out a winner in the latest sportsbook/pro sports team tie-up. Betway gives the Devils a sports betting partner committed to enhancing the overall fan experience; the Devils give Betway valuable exposure into a New Jersey market that just reported a staggering $1.3 billion sports betting handle for October.

The continued mainstreaming of the US legal sports betting industry will bring more partnerships. Betway likely isn’t done attempting to lure North American sports teams into those partnerships. Sports teams will also continue to find ways of monetizing their franchises through the gambling industry.

The legal sports betting gold rush continues in the US.

SEE ALSO: Michigan Joins October’s Record-Setting Sports Betting Party

Check out all of our picks and odds, and be sure to explore’s community forums and betting tools.