Sports betting operator Betway has been announced as the official title sponsor of the inaugural US Major League Cricket (MLC) season.
Under the terms of the agreement, the competition will be known as the MLCPowered by Betway’ in its debut season, spanning from 13 July until 31 July.
The inception of this year’s MLC will be the first after several failed attempts at the creation of an American T20 cricket league. It involves six teams, owned by several cricket franchises from the Indian Premier League (IPL), which is said to have attracted a multitude of international talent to the new tournament.
This list includes high-profile players like Rashid Khan, Haris Rauf, Shadab Khan, Devon Conway, Anrich Nortje, Wanindu Hasaranga, and others.
In terms of visibility, the MLC has already brokered several broadcasting agreements with international media companies, including SuperSport in South Africa, Foxtel in Australia, TNT Sports for the UK, SportsMax for broadcasting in the Caribbean, and Sky New Zealand. Recently, TV provider Viacom18 also secured the media rights for India.
Betway on the other hand, has already established a notable presence in cricket, with the company being the owner of the title sponsorship rights of South Africa’s domestic T20 league.
The operator’s other sports contractual relationships across the US include collaborations with the NHL and the NBA.