Digital Gaming Corporation (DGC), the US partner of Super Group, has announced the appointment of Deutsch NY as lead creative agency of Betway for North American markets.

Forming its partnership in 2021, DGC has led Betway’s US market activations, securing Super Group’s flagship sportsbook property licences in the seven US wagering states of New Jersey, Pennsylvania, Indiana, Iowa, Colorado, Arizona, and Virginia. 

Following Betway’s initial US launch, DGC has expanded the partnership’s ambitions in which it seeks to establish Betway as a ‘market-by-market’ leading brand engaging with wider US sports audiences.

Manhattan-based Deutsch NY will be charged with spearheading Betway’s brand and creative development across US states.

“We felt a real kinship with Deutsch NY; they showcased their significant expertise in this fast-paced, growing space, as well as strong strategic insight in the category, the competitors, and the consumers that fuel sports betting,” said DGC’s Senior Regional Brand Manager Syd Harris.

“We both believe the possibilities are endless, and we can’t wait to partner with the team.”   

Founded by US advertising guru David Deutsch in 1969, Deutsch NY is recognised as one of US advertising’s most prestigious and historic advertising agencies.

Deutsch NY is a specialist in executing fully-integrated and high-impact campaigns for mass market brands,  including Reebok, M&Ms, Patek Philippe, 23andMe and Siemens US. Betway is the first sportsbook client of the heritage New York agency.  

“We are super passionate and excited about Betway as a brand and their vision to disrupt the category,” said Deutsch NY CEO Val DiFebo.

“Taking on the crowded online sports gambling space and helping the brand establish itself in the US market are the types of challenges we love taking on. We look forward to partnering with the DGC-Betway team as we maximize their entry into this market and build for their future success.”