Gambling brand becomes English soccer champions’ global betting partner.
Betway deepen Premier League presence – English soccer champions Manchester City have struck a multi-year global partnership with gambling brand Betway.
Contract:
- Betway named City’s global betting partner from 2024/25 season
- Pair to collaborate on various activations and exclusive content opportunities
- Betway branding to feature across digital and in-stadia assets
Context:
The deal sees City join Betway’s sports sponsorship portfolio which covers teams from across the Premier League, including West Ham United, Arsenal and Brighton and Hove Albion, as well as LaLiga and the National Basketball Association (NBA). The Super Group-owned brand is the Hammers’ front-of-shirt sponsor, although the English top-flight side is reportedly seeking a new partner once that contract expires at the end of this season.
Last week, Betway was announced as the new title sponsor of South Africa’s Premier Soccer League (PSL) in a three-year agreement worth 900 million rand (US$48.7 million). Betway Africa chief executive Laurence Michel described the deal as “the single biggest investment in South African sport”
Comment:
“We are pleased to announce Betway as our official global betting partner,” said Ferran Soriano, chief executive of City Football Group (CFG). “As a globally recognised brand, Betway has a strong pedigree and history of working with high-profile brands within the sports space and we’re excited to work together throughout the partnership.”
Super Group chief executive Neal Menashe added: “We are absolutely delighted to become Manchester City’s official global betting partner. This agreement cements our place in the top tier of Premier League partners, ensuring that our Betway brand reaches fans in all corners of the globe.”