English football has seen yet another major betting deal as defending Premier League champions Manchester City partner with a familiar name to football fans.
Betway, an online sports betting brand operated by Super Group, has signed a deal with Manchester City as the club’s official global betting partner. The multi-year deal will commence ahead of City’s pre-season tour of the US.
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, said: “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 no stranger to sports sponsorships, or ones in the Premier League. The operator is 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.
Interestingly, although the partnership starts off as US-facing – the duo’s respective CEOs will ring the Nasdaq opening bell in New York City later today in a symbolic gesture – it comes after Super Group announced a wind down of Betway’s operations in the highly competitive US betting market.
By partnering with City, the company may be hoping to boost some visibility in the US, where it has already partnered with NBA franchises and the NHL among other teams, or it may be seeking visibility in its home market of the UK prior to the Premier League season getting underway next month – or perhaps both.
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.”
English football has seen a plethora of betting deals in recent months. Agreements include – Aston Villa and Betano, Wolverhampton Wanderers and both BetMGM and DE.BET, Crystal Palace and Net88, and Newcastle United and BetMGM.
Additionally, the deal is not even Betway’s first sports sponsorship of this week. Announced yesterday, the company has partnered with South Africa’s Premier Soccer League (PSL), which will now be renamed the Betway Premiership.
