Milwaukee Bucks onboard Betway as official Gaming partner

NBA franchise, the Milwaukee Bucks have signed online gambling firm Betway as its official gaming partner in what is understood to be a multi-year agreement.

Details of the deal mean that the Fiserv Forum; the arena in which the Bucks play their games, will be the subject of Betway branded material, while all of the franchise’s digital assets as part of the Betway Game Rewind.

This unique branded feature and digital asset that the firm offers, is one that highlights the Bucks’ last matchup against their opponent across each of the side’s social media channels.

Increased presence across the US

The Super Group-owned online gambling brand, like a number of other non-US operators, has been strategically targeting the ever-growing US market over the last two years, following the passing of legislation in a number of states.

However, under the terms of such regulation, it means that foreign brands are required to have at least one US-based casino partner in order to offer their services to the general public.

Partnering with sports franchises has been seen as the next natural step as online gambling firms across the country look to raise awareness of their brand, while capitalising on fan loyalty.

Betway has been slowly forging relationships over the last couple of years and have in excess of 10 franchise partnerships in the US across a number of sports. It is the NBA though, where they are most prominent, having partnered with the Chicago Bulls, Golden State Warriors, Los Angeles Clippers, Cleveland Cavaliers and more.

Towards the end of last year, they also partnered with the New Jersey Devils NHL franchise in a bid to expand their reach across different demographics.

 

Biggest non-US brand?

It has been somewhat of an arms race for non-US online gambling firms, looking to make a dent in arguably what will be the biggest market in the industry over the next few years.

There can be no doubt that Betway has certainly been active in laying the groundwork, however, Australian firm PointsBet can be credited with establishing key relationships in a number of states over the last 18 months as well.

It remains to be seen which non-US brand will take the biggest market share, though Betway certainly cannot be ruled out.