Through a new partnership agreement with the NBA’s Dallas Mavericks, Betway has secured branding rights at the American Airlines Center (pictured above). [Image: Shutterstock.com]
Betway gets another partner
As betting spreads across the US, more and more sports organizations have formed partnerships with operators to ensure they benefit from the fast-growing industry. Betway is the latest sports betting company to secure one of those partnerships, teaming up with the NBA’s Dallas Mavericks in a new free-to-play deal.
The multi-year agreement represents Betway’s sixth partnership with an NBA franchise. The operator’s US division announced the new deal in a Twitter post on Thursday:
According to a statement on Betway’s website, the Super Group-owned company has secured branding rights through the agreement. The Mavs will add Betway branding courtside in its home arena, the American Airlines Center.
a globally recognized team”
Anthony Werkman, Betway CEO, commented on the importance of the agreement. “The Mavs are a globally recognized team that will help promote the Betway name around the world,” he said.
A global sports sponsorship strategy
In its statement released Thursday, Betway outlined its marketing strategy as an “ever-growing commitment to sponsorship of the highest-profile teams in the most prestigious leagues.” In the US, these sponsorship deals mainly center around the NBA, although the company has also partnered with the NHL’s New York Islanders and the Miami Open tennis tournament.
Betway’s sponsorship strategy also stretches outside of North America. Through one of its most high-profile agreements, the company sponsors the shirt of English Premier League soccer team West Ham United. Betway is now the longest running shirt sponsor of the London-based team.
Elsewhere, the company has similar front-of-shirt sponsorship agreements in soccer with Atletico de Madrid and Deportivo Alaves in Spain. That’s in addition to numerous sponsorship deals with horse racing events, such as the Aintree Grand National and the Betway Queen Mother Champion Chase at the Cheltenham Festival.
Making moves in the US
Sportsbook operator Betway has already established itself in Europe, having first joined the market in 2006. Now, the company is hoping to transfer that success across the Atlantic.
It first expanded into the US through a partnership with Digital Gaming Corporation signed in February this year. The companies plan to roll out Betway Casino and Betway Sportsbook in ten states. So far, the operator’s offering is live in just four.
Betway most recently received approval to launch in New Jersey after completing a soft launch period in August. The company has also gone live in Colorado, Indiana, and Pennsylvania. It secured market access for the latter via a deal with the Cordish Gaming Group-owned Live! Casino and Hotel Philadelphia.
Earlier this month, Betway signed an agreement with gaming supplier Evolution for its live casino and “first person” random money generator casino games. The live casino offering includes roulette, blackjack, baccarat, and poker. Betway plans to roll these out in the Pennsylvania and New Jersey markets in the coming months.