Super Group has agreed to a multi-year deal with Manchester City, with its Betway brand becoming the official global betting partner of the current English Premier League champions.
Through the agreement, Super Group’s online sports betting and gaming brand will be the football club’s official global betting partner from the start of the 2024/25 season.
To mark the deal, Super Group CEO Neal Menashe and City Football Group CEO Ferran Soriano took part in the opening bell ceremony together at the New York Stock Exchange on July 26.
“We are absolutely delighted to become Manchester City’s Official Global Betting Partner,” commented Menashe on the agreement.
“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.”
Throughout the partnership, Man City and Betway will collaborate on several activations and exclusive content opportunities, with the betting brand also featuring across digital and in-stadia assets.
In addition, the two parties will provide training to all players, coaches, management and staff on all relevant codes of conduct relating to betting integrity and responsible gambling. This will be delivered alongside the work the club already does to support players and staff in this area.
Soriano 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.”
Alongside Man City, Betway’s sports sponsorship portfolio includes Premier League teams Arsenal, West Ham United and Brighton & Hove Albion, as well as teams in La Liga, the NBA and more.
Super Group will report its financial results for the second quarter of 2024 on August 7.
