Case Study

Northridge advises Betway on US sponsorship expansion

Northridge has advised globally recognised online betting and gaming brand Betway on its partnerships with six of the most respected and successful NBA and NHL teams in the United States.

The team deals will see five NBA franchises, Brooklyn Nets, Chicago Bulls, Cleveland Cavaliers, LA Clippers and Golden State Warriors, bring Betway to the most recognisable basketball league in the world. Betway will also be on the ice, securing a partnership with the four-time Stanley Cup Champions, New York Islanders.

These new partnerships demonstrate the Betway brand’s ever-growing commitment to sponsorship of the highest profile teams in the highest profile sports.  Northridge has supported Betway in this increasing expansion of its global sponsorship programme, including on top flight football club sponsorships in Europe, such as West Ham United and Tottenham Hotspur, and recently the Miami Open tennis.

This builds on the firm’s extensive experience in sponsorship deals, acting both for rights holders and brands.

The Northridge team included Jon Walters, Paul Shapiro, Tom Edmonds and Scott Treleaven.

We’re thrilled to be able to announce these new sponsorships for the Betway brand in the USA and are grateful to have had our sponsorship experts, Northridge, assisting us in executing these deals.

Our brand is recognised globally as a leader in offering a fair, safe and responsible environment in which to place wagers and we look forward to US customers enjoying a similar experience.

Anthony Werkman
CEO, Betway Group

We are delighted to have been able to support Betway with its US expansion. It is always exciting to break new territory, in this case drawing on our experience of sports sponsorship and gambling regulatory expertise. We look forward to Betway continuing to lead the way in new markets and offering continued support to them.

Jon Walters
Partner, Northridge