British company Super Group enters the US sports and online casino market

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Correction: This story was updated on April 27, 2021 to correct the GVC company name. The company changed its name to Entain.

Atlantic City, New Jersey – Super Group, a British company that owns a sports betting company and an online casino company, is looking to enter the growing US market.

The company announced on Sunday that it is joining Sports Entertainment Acquisition Corp., in a deal expected to close in the second half of this year that would take the company public on U.S. stock markets.

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Super Group is currently unlicensed in the United States, but aims to remedy this through a deal it has struck to acquire Digital Gaming Corporation. If approved by regulators, the deal would give it access to no less than 10 US states, including Pennsylvania, New Jersey, Colorado, Indiana and Iowa.

The proposed merger with Delaware-based Sports Entertainment Acquisition is the latest example of the attractiveness of the US market for sports betting and gambling companies from other countries. Established European gaming companies like William Hill, Entain, Flutter and others have all claimed the growing US market.

“We have established our group as a truly global, large-scale and profitable digital gaming business, delivering on our vision to bring first-class entertainment to the global betting and gaming community,” said Neal Menashe, CEO of SuperGroup, in a press release. “This listing will position us strongly to capitalize on significant global growth opportunities ahead, including in the US market.”

Eric Grubman, former executive vice president of the NFL, will become president of the Super Group. John Collins, who has held senior positions in the NFL and NHL and served as president of the Cleveland Browns, will serve on the company’s board. Both men are part of the management team of Sports Entertainment Acquisition.

Based in Guernsey, England, Super Group is the parent company of Betway, an online sportsbook brand, and Spin, an online casino company. The company is authorized in 23 countries in Europe, America and Africa. It has taken in over $42 billion in bets in the 12 months to March 2021 and has over 2.5 million active customers.

DraftKings customers in New Jersey can access DGC’s offerings.

Betway has more than 60 brand partnerships with teams, leagues and sports personalities around the world, including the Chicago Bulls, Golden State Warriors, Brooklyn Nets and Los Angeles Clippers NBA teams; English Premier League football team West Ham United; and the Ninjas in Pajamas eSports team.

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