Betway Gaining Brand Exposure Via Partnership With New Jersey Devils

Written By Bill Gelman on November 22, 2021 - Last Updated on April 10, 2024
Betway Devils

The New Jersey Devils are the latest pro sports franchise to partner up with Betway. The European-based operator is one of the newcomers to the NJ sports betting market and is doing its part to increase brand awareness.

Parent company Super Group already has an overall deal with the NHL and recently announced a multi-year partnership with the Philadelphia Flyers. Betway also inked a deal with the NBA’s Philadelphia 76ers. So the Devils deal helps with expanding that outreach with NJ customers.

According to the news release, Betway is continuing “its efforts to connect and engage with the vibrant Devils fanbase.”

Closer look at Betway’s deal with the New Jersey Devils

Obviously, bringing more exposure to the Betway brand is key.

There are several ways the operator and the Devils will make this happen. Basically, Betway will receive dynamic brand exposure and TV-visible signage throughout Prudential Center for home games.  This includes the dasherboard, Zamboni tunnel and in-bowl staircase branding. And there will be in-bowl LED ring and scoreboard advertising. Wait, there is more.

Betway will become the presenting partner of the Devils Starting Line-Up, a social post series supported and promoted across all New Jersey Devils social media platforms.

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

NJ gamblers and Betway still getting acquainted with each other

When considering NJ mobile sports betting options, Betway is likely a brand Garden State gamblers are not thinking about.

And it’s for good reason.

Market leaders like FanDuel, DraftKingsCaesars, and BetMGM are now in season four of NFL betting.

So this means Betway is playing the catch-up game. Operating via the Golden Nugget Online Gaming license, the app went live in late August. And like with much of its competition, the platform also includes a Betway NJ online casino.

Of course, New Jersey is an extremely attractive market for any operator looking to establish a U.S. footprint.

From a sports betting perspective, you’re talking about the nation’s No. 1 market. Yes, this includes Nevada. In October alone, NJ gamblers placed $1.3 billion in bets. And that’s an all-time U.S. record.

On the online casino side, nine out of 10 months this year have produced revenue of $100 million or better. Add it all up, and the 2021 total is at $1.1 billion and counting.

Add in favorable tax rates, and the NJ market is even more attractive.

Now that Betway has made its way through the doors, the next step is building that customer database. Having the company name very noticeable at Devils games will help.

“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,” said Adam Cross, senior vice president of global partnerships for Harris Blitzer Sports & Entertainment and the New Jersey Devils.

AP Photo/Frank Franklin II


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Bill Gelman

Bill Gelman has been reporting on the NJ gambling market since 2018, right around when the Garden State launched sports betting. Bill transitioned from lead writer for PlayNJ and NJ Gambling Sites to his current role as managing editor in 2020. Besides offering in-depth analysis on NJ gambling market trends and news, Bill regularly sits down with Atlantic City casino industry executives to offer readers exclusive interviews and comprehensive coverage. Bill received a bachelor's degree in journalism from Ithaca College. He has contributed to other Catena Media sites including The Lines, Legal Sports Report, PlayPennsylvania and PlayCanada.

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