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.”
In two years, a voluntary ban on such deals, adopted by the Premier League clubs, will come into force.
This summer, several deals between Premier League clubs and gambling operators took place: West Ham is already cooperating with Betway, Leicester is cooperating with BC.GAME, Crystal Palace – with Neet88, Wolverhampton – with DE.BET and BetMGM, and Tottenham Hotspur limited themselves to an agreement with BetMGM, Southampton signed with Rollbit, and bj88 became the official sponsor of Bournemouth. Betano and Aston Villa signed a sponsorship agreement back in the spring.
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