Manchester City Football Club and Betway have announced a landmark multi-year partnership, marking a significant moment in the world of sports sponsorships. Starting from the 2024/25 season, Betway will serve as Manchester City’s Official Global Betting Partner. This deal not only enhances Betway’s visibility within the sports industry but also aligns with the growing trend of sports teams collaborating with major betting operators.
Partnership Announcement and Key Figures
The new partnership will officially begin with Manchester City’s pre-season tour in the US. To commemorate this collaboration, Ferran Soriano, CEO of City Football Group, and Neal Menashe, CEO of Super Group (Betway’s parent company), will participate in the iconic bell-ringing ceremony at the New York Stock Exchange. This event is scheduled for 9:30 am EDT and will serve as a symbolic launch of their partnership.
Scope of the Partnership
As part of this agreement, Betway will be prominently featured across Manchester City’s digital and in-stadium assets. The partnership will bring various activations and exclusive content opportunities. Additionally, both organizations are committed to promoting betting integrity and responsible gambling. Training will be provided to all players, coaches, management, and staff at Manchester City to ensure they are well-informed about these important issues.
Statements from Key Executives
Ferran Soriano expressed enthusiasm about the partnership, highlighting Betway’s global recognition and its successful track record with high-profile sports brands. Neal Menashe echoed this excitement, emphasizing how the partnership secures Betway’s position as a leading brand in the Premier League and beyond.
Diverse Partnerships Across Major Leagues
This agreement with Manchester City adds to Betway’s impressive portfolio of sports sponsorships, which already includes teams from the Premier League, La Liga, the NBA, and other major leagues. This expansion is part of Betway’s broader strategy to increase its global footprint and engage with fans across different sports and regions.
Recent Developments and New Deals
Betway’s recent activities also include a new partnership with ESA Gaming, which aims to introduce ESA Gaming’s content into markets such as Tanzania, Nigeria, Mozambique, Zambia, and Malawi. This move reflects Betway’s strategy to enhance its presence in emerging markets.
Furthermore, Betway has become the official sponsor of South Africa’s Premier Soccer League (PSL), which will now be known as the Betway Premiership. This sponsorship marks a significant step in Betway’s efforts to deepen its involvement in the South African sports market.
The partnership between Manchester City and Betway represents a significant milestone in the sports sponsorship arena. By aligning with one of the world’s top football clubs, Betway is set to elevate its brand visibility and engage with a global audience of football fans. The inclusion of responsible gambling training as part of the agreement underscores both organizations’ commitment to ethical practices in the sports betting industry.
As the 2024/25 season approaches, this partnership will likely generate considerable interest and set a precedent for future collaborations between sports teams and betting operators. With ongoing developments and strategic expansions, Betway continues to position itself as a prominent player in the global sports sponsorship landscape.