SBC News Voice of the Sports Betting Industry
Betway and Manchester City have announced a new multi-year deal as the operator becomes the official global betting partner of the club.
From the start of the 2024/25 season, the Premier League club joins the Super Group-owned brand’s extensive sports sponsorship portfolio which includes further teams from across the English top-flight, La Liga, NBA and more.
Super Group CEO, Neal Menashe, commented: “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 is yet another major betting deal for English football as the defending Premier League champions link up with Betway – a familiar name to fans of the sport.
Terms of the deal cover marketing activations and content creation, whilst Betway’s brand will feature across the club’s digital and in-stadia assets. There are no shirt sponsorship caveats, with Etihad Airways City’s front-of-shirt partner and the OKX crypto platform its sleeve sponsor.
The deal shows how English football clubs are looking for alternative ways to partner with betting companies aside from just shirt sponsorships, which are set to be banned from the 2026/27 season onwards following a voluntary agreement among the Premier League’s clubs.
Ferran Soriano, City Football Group CEO, added: “We are pleased to announce Betway as our official global betting partner today.
“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.”
Betway is also a long-term partner of West Ham United FC, and the deal with the East London club is one of the most widely recognised in English football.
