Betway now has another foot in the Miami sports betting scene after partnering with the NBA’s Miami Heat in a deal which allows the global sports betting giant to brand FTX Arena, pictured above. [Image: Shutterstock.com]
Timberwolves, 76ers, and now Miami Heat
First the Minnesota Timberwolves, then the Philadelphia 76ers, and now the Miami Heat, as global online betting and gaming firm Betway made it three National Basketball Association (NBA) partnerships in one week.
Betway — which is owned by Guernsey-based Super Group — took to Twitter October 27 to announce its tie-up with the Heat, its ninth NBA franchise partnership.
The multi-year partnership accords Betway the right to display its brand at the Heat’s home venue, the FTX Arena. Down on courtside, the sportsbook can brand the baseline apron and LED, TV-visible signage. The deal also lands Betway the title of the Miami Heat’s preferred free-to-play (FTP) gaming partner.
provides an incredible free-to-play gaming experience”
Referring to the Betway deal, vice president of corporate partnerships for the Heat Glen Oskin said the gaming firm was “leading the way as a dynamic entity that provides an incredible free-to-play gaming experience.”
Betway makes waves
In an official Betway press release, Oskin pointed to the “huge splash” Betway made on entering the US sports betting market. Oskin added that as an “industry leader […] with a proven track record as a global brand [the Miami Heat] couldn’t be happier to have Betway as a partner.”
Betway CEO Anthony Werkman said his firm was “thrilled” to partner with the Heat, which marks another strategic step forward in the global gaming giant’s ever-deepening US sports betting footprint.
Betway started its US wave-making in February 2021, when it inked a licensing deal with Digital Gaming Corporation, which it would later acquire. The buyout empowered Betway to roll out in ten US states, including Colorado, Indiana, Iowa, New Jersey, and Pennsylvania. In April 2021, Betway’s parent firm Super Group announced the plan to bring the group to the US public markets on the New York Stock exchange via a merger with Sports Entertainment Acquisition Corp.
Betway’s aggressive yet low-radar US expansion has seen it target only specific professional US major leagues, namely the NBA and the National Hockey League (NHL). Prior to the Heat deal, Betway had inked partnerships with the Chicago Bulls, Cleveland Cavaliers, Brooklyn Nets, Dallas Mavericks, Golden State Warriors, LA Clippers, and the Philadelphia 76ers. It is also sports betting partner of the NHL and one of the league’s franchises, the New York Islanders.
Betway meets Miami
It remains to be seen what Betway’s entrance into Miami will amount to. Werkman sees Miami as a “fantastic city” with a huge appetite for sportw. Betway took a bite out of that larger Florida action earlier this year via a partnership with the Miami Open Tennis tournament.
Betway also has sponsorships and sports betting partnerships in place with prominent European soccer teams, including France’s Ligue 1 Paris St Germain, and the English Premier League’s West Ham United, Leicester City, and Brighton and Hove Albion.
As far as the deal with Betway goes, it gives the franchise’s sports betting fans a good excuse to consider a new option. Betway’s marketing machine is cranking up to attract new customers in Miami, with Werkman declaring his firm “look[s] forward to sharing the thrill with fans of the three-time NBA championship winning side.”