Manchester City, champions of English men’s soccer’s top-tier Premier League (EPL), have struck a global deal with online betting and gaming platform Betway.
Through a tie-up beginning at the start of the 2024-25 EPL campaign in mid-August, Betway becomes the club’s official global betting partner.
The deal entails Betway’s logo and brand featuring across both in-stadia at the club’s Etihad Stadium, and across digital assets owned by Manchester City. There will also be exclusive content opportunities, the club have said.
Ferran Soriano, chief executive of the City Football Group (CFG) owning vehicle, has commented: "As a globally recognized 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.”
Neal Menashe, chief executive of the Betway parent company Super Group, added: “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.”
Earlier this week, Betway became the title sponsor for South African men’s soccer’s PSL in a three-year deal.
Last year, meanwhile, it came in as the global betting partner of EPL title rivals Arsenal, in a two-season deal, while it is also the front-of-shirt partner of West Ham United.
Elsewhere in the EPL, West Ham have announced a pair of new deals in the US with Essex Mortgage, the US mortgage lender, and with the tourist board of the city of Jacksonville, Florida, Visit Jacksonville.
Essex Mortgage becomes the club’s first regional partner in the country, and will also serve as the official partner of the club’s upcoming US pre-season tour, which is taking place across Florida from late July through to early August this year.
This tour will comprise two fixtures in Florida in the Stateside Cup pre-season tournament against Premier League rivals Wolverhampton Wanderers (in Jacksonville), and Crystal Palace (in Tampa).
As the tour’s partner, Essex Mortgage will gain LED signboard advertising presence at both fixtures, and will also be the exclusive presenting partner of the August 3 game against Crystal Palace, opening the door for social media activations across West Ham’s digital channels.
West Ham chief commercial officer Nathan Thompson stated of the club’s aims for the US: “The global appeal of West Ham United continues to grow, and this partnership is a testament to that.
“We are fortunate that we have an engaged and enthusiastic international fanbase and we're pleased that our fans will be able to benefit from this partnership. Ahead of the 2026 FIFA World Cup, we're delighted to further increase our commercial footprint in the US, to engage existing and attract new West Ham fans."
The Visit Jacksonville message is solely centered around the upcoming tour, with the tourist board set to receive branding integration across the club’s visit to the state of Florida, particularly around the July 27 game in Jacksonville.
Like Essex Mortgage, Visit Jacksonville will receive LED advertising board signage at both games and will help to develop collaborative content with the club.
