Betway is linking up with a perennial champion.
Super Group’s big-named sports betting brand announced a new deal with soccer powerhouse Manchester City on Friday.
Betway is now the official betting partner with the club that’s won six of the last seven English Premier League titles and a UEFA Champions League crown in 2023, giving the sports betting operator prime exposure with one of the most renowned teams globally in the sport. Super Group’s Neal Menashe had this to say:
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.
This deal increases the Super Group-owned online sportsbook presence in European professional soccer. Betway also has deals with Arsenal, West Ham, and Brighton & Hove Albion of the EPL, as well as Atletico Madrid of Spain’s La Liga and FC Schalke 04 of Germany’s Bundesliga.
Big brand
The popular Betway brand in Europe will be featured across digital platforms and inside Man City’s Etihad Stadium.
The sports betting operator and the soccer club plan to collaborate on activations and exclusive content opportunities for customers and fans. City Football Group CEO Ferran Soriano is excited for what's to come:
We are pleased to announce Betway as our Official Global Betting Partner today. As a globally recognized 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.
Betway has over 60 brand partnerships worldwide with sports teams and leagues, including the NBA in the U.S.
U.S. irony
The agreement begins in the upcoming 2024-2025 season and was announced while Man City was in the U.S. on a four-match, campaign-prepping tour.
Menashe and Soriano rang the bell at the New York Stock Exchange on Friday to commemorate their partnership.
Ironically, Super Group is in the process of ending its sports betting presence in the U.S. market after struggling to create revenue across New Jersey, Arizona, Colorado, Indiana, Iowa, Louisiana, Ohio, and Virginia through Betway USA Sportsbook.
Super Group will continue to operate iGaming in New Jersey and Pennsylvania.
