Chelsea FC has announced online sports betting and gaming brand Betway as its official European betting partner.
As part of the multi-year deal, Betway’s branding will be displayed on LED advertising boards around the pitch during all home league and domestic cup matches. The agreement also includes digital and social media rights, allowing Betway to engage with Chelsea’s global fanbase.
Additionally, it’s a deal that also grants Betway extensive intellectual property rights. This includes the opportunity to feature Chelsea’s former and current players in exclusive content.
The betting brand has said that the club’s supporters can look forward to VIP experiences, such as meet-and-greets with players, pitch-side tours, match hospitality and unique opportunities like playing on the Stamford Bridge pitch.
Casper Stylsvig, Chief Revenue Officer at Chelsea, commented: “We are really pleased to welcome Betway as our official European betting partner. Their commitment to creating engaging and memorable experiences for fans aligns perfectly with our values at Chelsea.
“This partnership will offer our supporters incredible opportunities to connect with the club, from interacting with current and legendary players to enjoying VIP hospitality and behind-the-scenes access. We look forward to a successful and dynamic collaboration with Betway over the coming years.”
Betway has stated it will work closely with the club to deliver best-in-class training and initiatives as part of a joint, and ongoing, commitment to safer gambling.
Neal Menashe, CEO of Super Group, stated: “We are incredibly proud to partner with the two-time UEFA Champions League winners and the five-time Premier League champions. An amazing achievement. Chelsea is a truly global club with a hugely successful history.
“This partnership is a super opportunity for Betway to expand its brand and to reward our loyal customers and engage with football fans in new and thrilling ways. We are super excited to work alongside this club.”
The Super Group-owned betting brand is partnered with a portfolio of top clubs across Europe’s biggest football leagues, including Manchester City, Nottingham Forest and Bologna FC, to name a few.
Nottingham Forest and Manchester City also feature prominent branding exposure but do not include front-of-shirt sponsorship.
Although the Premier League started three weeks ago, Chelsea has yet to finalise a front-of-shirt deal. There were speculations that the club might opt for a gambling sponsor, but that has not happened.
Earlier this year, other Premier League clubs chose gambling companies as sponsors, aiming to capitalise on these deals before the ban on such front-of-shirt sponsorships takes effect in two seasons.
