The world of sports needs partners that can provide fans with the same high octane level of excitement that every strike, every lap, and every goal carries with it.
This week’s Sponsor Spotlight edition gets behind the wheel with Betway, watches bet365 throw a quick but effective one-two knockout deal, and takes a front-row seat on the football pitch for a spectacle delivered by Norsk Tipping.
Betway’s commercial engine roars
The Super Group-owned sportsbook brand has just brokered a major deal with the biggest motorsport event in the world, Formula 1, which will bring car aficionados right next to the track – even if they are watching from the other side of the world.
As the first official betting operator of Formula 1, Betway will leverage this exclusivity to develop brand new betting products and engagement opportunities using the sport’s extensive race data as a base.
This will give Betway’s customers an unfiltered access to real-time predictive analytics and an expansive portfolio of odds solutions, therefore creating an abundance of in-play betting markets such as safety car deployments, pit-stop windows, and on-track rivalries.
bet365 gets on the main card bout
Signing a multi-year contract, bet365 has beaten the competition to become the official sports betting partner of the UFC for Canada and the US.
Under the deal’s terms, the operator will receive integrated visibility across all UFC events, with fans getting access to premium engagement opportunities across a range of broadcast, digital, and live-event verticals.
All UFC broadcasts will feature sportsbook integrations, including on-screen betting tickers, fighter odds, intro odds, and parlay options, tying bets directly to the action on-screen.
Exclusive activations have already been lined up, with bet365 announcing a 50% profit boost token within its app for wagers on the upcoming UFC 326 main card, pitting Max Holloway against Charles Oliveira for the second time.
Norwegian football gets a boost with Norsk Tipping
Norsk Tipping, Norway’s state-owned operator, has reaffirmed its long-standing dedication to enhancing the country’s elite-level football with four more years of support.
Through 2029, the operator will set aside a total of NOK 60m (£4.7m) to further develop Norway’s football scene – with both men’s and women’s teams set to receive an elevated digital strategy to increase engagement, initiatives that champion the pride of the national squads, and campaigns to recruit the next wave of passionate supporters.
Karl-Petter Løken, Secretary General of the Norwegian Football Association, was eager to welcome the partnership, commenting: “Norsk Tipping’s involvement in football and the collaboration with us has been absolutely crucial for the activity we see in Norwegian football today.”
Spotlight rankings: Who’s standing out?
- UFC/bet365
This list’s top spot is easily taken by the partnership that will have the most sets of eyes on it, with the UFC having a following of more than 300 million Mixed Martial Arts fans across the globe – all to be given exclusive benefits through bet365’s channels. - Betway/F1
It is again all down to fan numbers and scale of impact. Formula 1, while more niche than the UFC, still enjoys a hefty commercial presence globally, and Betway as the first sports betting partner of the sport will certainly take that presence higher. - Norsk Tipping/Norwegian football
This partnership takes last place not because it is less impactful, but because it holds more regional significance than a global impact. Still, with Norway proving that it is capable to be the best of the best having qualified for this year’s 2026 FIFA World Cup, Norsk Tipping has a good project to work with.
