Betway brings sponsorships together under Clubhouse concept

• Super Group has launched Betway Clubhouse, a global marketing campaign featuring 27 sports and entertainment figures, launched days before the new Premier League season.
• The campaign was filmed across 10 shoots in London, Manchester, Nice and Johannesburg, produced with M+C Saatchi Sport & Entertainment.
• Pop-up activations have opened in London and Johannesburg, running for a six-week period alongside the campaign’s launch.

Super Group has launched Betway Clubhouse, a global integrated marketing campaign featuring 27 sports and entertainment figures.

Fronted by former footballer Thierry Henry, the campaign launched days before the start of the 2026/27 Premier League season and draws on Betway’s sponsorship portfolio, including Manchester United, Arsenal and Manchester City.

The campaign video can be watched on Betway’s official YouTube channel.

One brand, one platform

Betway had typically activated its sponsorship roster deal by deal, running separate creative for each club or athlete it signs. Clubhouse folds that roster into a single recurring platform instead, built to travel across every Betway market rather than sit inside one territory’s marketing calendar.

The shift matters more for Betway than it would for a rival with a stable of skins. Super Group runs Betway as its sole global sportsbook brand, unlike operators managing several betting labels across different regions, so a unified platform carries more weight per pound of spend.

Wayne Merris, Director of Sponsorships for Betway Global, said:

“We’d done some incredible work in the past with our portfolio of partnerships individually, but really wanted to bring them all together under one distinctive and consistent campaign.”

Neal Menashe, Chief Executive Officer of Super Group, said:

“Betway Clubhouse captures the excitement and passion that our customers experience as sports fans every day, while showcasing the truly global nature of the Betway brand. This campaign features an incredible lineup of sporting icons, highlighting the depth and prestige of our partnerships with the world’s elite athletes and organisations.”

Ten shoots, four cities

The film draws its cast from across Betway’s partner list. That includes Manchester United, confirmed as Betway’s Principal Partner on 4 August after months of reports around a training kit deal, as well as Arsenal and Manchester City.

Other participants include former Arsenal striker Thierry Henry, UFC champion Dricus du Plessis, six-time MLB All-Star Vladimir Guerrero Jr, members of South Africa’s Springbok rugby squad, and Atlassian Williams F1 Team drivers Carlos Sainz and Alex Albon.

Produced with London agency M+C Saatchi Sport & Entertainment, the campaign spanned 10 shoots across London, Manchester, Nice and Johannesburg. Production ran through Common People, with Virgil Ferragut directing.

Ross Watson, Managing Director of M+C Saatchi Sport & Entertainment, said:

“From the moment we began working with Betway earlier this year, there was a shared ambition to create a brand platform that could match the scale of their global sporting partnerships while putting fans at the heart of the experience.”

Pop-ups and shirt shifts

To mark the launch, the Wolfpack sports bar in Fulham has been converted into a physical Betway Clubhouse for six weeks, with a matching activation running in Johannesburg. Merris cast the pop-ups as Betway’s own game-day hub for supporters to gather in.

The launch also lands as Premier League clubs finish reshaping their gambling sponsorships. A voluntary ban on shirt-front gambling logos took effect this season, ending years of betting brands on Premier League kits.

IGR reported in April that nine clubs risked entering the season without a sponsor; by kickoff, that had narrowed to two hold-outs, Chelsea and Sunderland. Betway routed its own Manchester United spend into training wear rather than a shirt slot, a pattern repeated elsewhere in the league this summer.

Everton made the same switch in the opposite direction this summer, moving Stake to sleeve sponsorship as financial trading firm CMC Markets took the shirt front. Tottenham made a similar swap, replacing BetMGM with Betano as its training wear partner, ahead of a wider shift into a European and Latin American betting role.

With shirt fronts closing off to gambling brands in more leagues, fan platforms offer a workaround. A mono-brand operator such as Super Group, which posted record first-quarter revenue of $612 million in Q1, can keep its whole partnership roster visible without relying on one shirt deal.