Multi-year partnership
Betway’s impressive inroads into the US sports betting market continue after it inked a multi-year partnership with National Basketball Association (NBA)’s Minnesota Timberwolves.
Prominent global online betting and gaming firm Betway — which is owned by the Guernsey-headquartered Super Group — took to Twitter October 22 to share news of the Timberwolves deal:
The arrangement hands Betway the right to display its brand at the Timberwolves’ home arena, the Target Center. Down on courtside, the sportsbook can brand areas including the apron and top of the backboard. Betway will also appear on LED and TV-visible signage within the Target Center.
Timberwolves and Lynx CEO Ethan Casson welcomed the deal, saying the franchise was “incredibly excited to begin working with and learning from a global leader like Betway.”
The multi-year agreement marks Betway’s seventh partnership with an NBA franchise.
Betway’s US expansion
Betway CEO Anthony Werkman expressed his firm’s delight in tying-up with the Timberwolves and “connecting with their loyal fanbase.” Werkman added that the deal continues Betway’s US expansion.
2021 marked the year it started to make major inroads into the US market
While Betway is active in 23 markets around the world, 2021 marked the year it started to make major inroads into the US market.
Betway sounded its strategic intent in February 2021 through a licensing deal with Digital Gaming Corporation (DGC), which it later acquired. The buyout enabled Betway to launch in ten US states, including Pennsylvania, New Jersey, Colorado, Indiana, and Iowa. In April 2021, Betway’s holding company, Super Group, announced it was going public on the New York Stock exchange via a merger with special acquisitions company Sports Entertainment Acquisition Corp.
Betway’s basketball and hockey focus
Betway’s US expansion strategy via sports franchises seems, for now, solely focused on the NBA and the National Hockey League (NHL). Prior to the Timberwolves deal, it had inked partnerships with the Chicago Bulls, Cleveland Cavaliers, Brooklyn Nets, Golden State Warriors, LA Clippers, and Dallas Mavericks, which was announced earlier this month. The free-to-play deal with the Mavericks also landed Betway branding rights to the Mavericks’ American Airlines Center.
The sports wagering operator has also been making moves in the NHL, partnering with the New York Islanders in the spring. On May 14, it went one bigger, announcing an official sports betting partnership with the NHL proper. It heralded Betway’s maiden deal of this nature with a professional sports league in North America.
