Sponsorship is an effective (and often expensive) way of increasing the exposure of a brand. For Betway, the costs involved in increasing the recognition of their brand seem to be worth it as they have adopted a rather aggressive approach towards sponsorship.
As you will find out, they have deals with a long list of teams and/or sporting events spanning football (including leagues such as the English Premier League, Ligue 1, the German Bundesliga and La Liga), horse racing, ice hockey, basketball and cricket.
Full List Of Teams Sponsored By Betway In Football
Football is the most popular sport to bet on worldwide, meaning it comprises a large chunk of Betway’s revenues. It, therefore, should come as little surprise that football is the sport where Betway has agreed to the largest number of sponsorship deals.
Rather than go down the cheaper route of sponsoring teams in lower divisions, the 2006-founded bookmaker tends to stick mainly with top-tier clubs where fan bases tend to be significantly larger. Negotiating with bigger clubs, though, does come at an extra cost, but Betway rarely discloses how much they pay for these deals.
West Ham United
Betway has been the main sponsor of West Ham since 2015, being the brand that features on the front of matchday shirts and training wear too. The pair most recently penned a six-year contract in 2019, believed to be worth £10m per season. At the time, it was the most lucrative sponsorship deal for a club outside of the ‘Big Six’ and a big improvement on their previous deal, which saw Betway pay the London club £20m over three-and-a-half-year years.
Toulouse FC
In January 2022, Betway announced they had become the official global betting partner of Ligue 2 side Toulouse FC. This multi-year deal has seen the Betway name feature on LED boards and panels around Toulouse’s stadium. It also means the Betway logo will now feature on the Toulouse shirt until the end of the 2023/24 season. It does not take up the main sponsor slot, though; instead, it features above the manufacturer name (Craft) going across the collarbone.
Atlético de Madrid
This two-year deal, penned at the start of the 2021/22 season, saw Betway become the main sports betting partner for Atletico. As with the Toulouse deal, this means having their branding featured across Atletico’s home ground. The arrangement also gives Betway access to Atletico players so they can feature in promotional material. Interestingly, this deal does not cover advertising in Spain (or Asia), where Atletico plays, due to a Spanish ban on sports clubs striking deals with betting firms.
VfB Stuttgart
Betway initially teamed up with German outfit Stuttgart in 2020, but they ended up extending the deal a year later. Now running until 2024, the updated contract sees Betway continue in their position as the leading betting brand. This means having their name visible across the Mercedes-Benz Arena via LED boards, statics boards and other sponsorship areas. Additionally, this exclusive deal also sees premium partner Betway gain activation rights.
Eintracht Frankfurt
In a deal extremely similar to the one reached with Stuttgart, Betway also became the premium partner of Frankfurt in the summer of 2021. Signing a three-year deal that enabled the betting firm to be spotted around the high-capacity Deutsche Bank Park, where Eintracht play their home games. They ended up receiving a lot of exposure during the first year of the agreement as the central German club went on to win the Europa League.
RCD Espanyol
Espanyol’s relegation to the Spanish second tier saw the previous sponsor, LD Sports, terminate their sponsorship deal with the club. To fill the gap, up stepped Betway, becoming the new name to feature across all matchday shirts. This only lasted for a season, though, as a new Spanish law outlawed betting companies from taking such a position. Nevertheless, the partnership between Betway and Espanyol has continued, in a reduced form, although details have not been disclosed.
FC Schalke 04
Betway’s aggressive push into the German market in the summer of 2021 saw them pen deals with many Bundesliga clubs, including Schalke. Just prior to this, Die Knappen had been relegated to the Bundesliga 2, their first season out of the top flight since 1990-91. Nevertheless, Betway sought a three-year deal to become their premium partner as they were still a club with a huge fan base and one likely to bounce back quickly.Hertha Berlin
Since the start of the 2020/21 season, Betway has enjoyed having its branding shown across the famous Olympic Stadium whenever Hertha Berlin has a home match. You can also find Betway within the official Hertha Berlin app and their official website. This deal, which was brokered by the marketing agency Sportfive, is set to expire at the end of the 2022/23 season, but Betway may choose to extend its stay as Hertha’s exclusive betting partner.
Brighton & Hove Albion
The UK press are usually very good at reporting deals between football clubs and other firms, but details on Betway’s agreement with Brighton barely got a mention. As so little was released about this deal, all we really know is that Betway are the exclusive global betting partner of the South Coast side. Through this arrangement, Betway sometimes run offers giving punters the chance to win tickets for an upcoming Seagulls game.
Werder Bremen
Werder Bremen’s ties with Betway date back more than the other Bundesliga clubs mentioned. The two originally joined forces in 2017 when Betway became the official betting partner of Die Werderaner. That was a three-year deal, but with both parties happy with the arrangement, an extension of the same duration was signed in 2020. Interestingly, the extension was signed just prior to Bremen securing their survival from relegation (they went on to survive via the playoffs).Tottenham Hotspur
Betway originally joined an alliance with Tottenham in 2019/20. It was a slightly unusual deal, though, as they agreed to become the club’s official betting partner for Africa, such is the global reach of the Premier League these days. In exchange for their money (the sum of the deal was not disclosed), Betway now features on the London club’s digital channels and advertising boards, allowing them to be seen by African viewers.RC Celta
Betway like its three-year sponsorship deals, but its agreement with Celta Vigo, signed in 2020, was a little different. Here Betway had a guaranteed two-year partnership with the club with the option of extending it for another year. This deal has seen Betway become the club’s official bookmaker, and this saw them obtain a range of in-stadium advertising rights. The La Liga club and Betway also work together on promotional material.Betway Horse Racing Sponsorships
Betway has been a very prominent name within the UK and Irish horse racing scene for many years now. In total, they have sponsored well over 4,000 races across, with their very first involvement coming at the Welsh racecourse, Ffos Las, back in 2015.
Since then, they have sponsored races at 29 different racecourses, including very popular names such as York, Newbury, Sandown Park, Haydock Park and Chester. They are most often found at Newcastle, though, a place where they reached the 1,000 sponsored races milestone in November 2021.
Cheltenham Festival
The biggest individual race Betway sponsors is the Queen Mother Champion Chase which takes place at the Cheltenham Festival every March. It is one of the showpiece events of jump racing’s biggest festival, making it a real jewel in Betway’s sponsorship crown. The group took over the naming rights of the prestigious two-mile race from rival bookmaker BetVictor back in 2014 and has retained it every year since.
Organisations in Cricket that Betway Sponsors
Rather than opt to sponsor individual teams, as they often do, within cricket, Betway has struck deals with organisations. Their two active deals seem to them gain a presence in both South Africa (Cricket South Africa) and the West Indies (Cricket West Indies). They are particularly prominent in the former, sponsoring not only the new Twenty20 tournament established in 2022 but also home tests and ODI series involving the national team.
Betway’s Association with Cricket South Africa
Betway first penned a deal with Cricket South Africa in 2018 when agreeing to sponsor the inaugural Mzansi Super League T20. This league only ran twice before being cancelled in 2021 and has been effectively replaced by the SA20 competition. Betway is the title sponsor for this, too, though, meaning the league is officially known as the Betway SA20. Although they cannot sponsor the national team in quite the same way, Betway branding features heavily across South Africa home contests in both test and ODI cricket.
Official Betting Partner of CWI
In the same year as the deal above, Betway also secured a partnership with Cricket West Indies. Towards the end of 2020 this deal was extended, taking it through to at least the end of 2022. Under this agreement, Betway not only continued to have a pitch and broadcast presence for men’s and women’s international Home Series Matches, but they also became the partner of the Colonial Medical Insurance Super50 Cup.
Betway’s NBA Partnership
Although betting is illegal across many places in the US, an increasing number of states are beginning to legalise gambling. Betway is one of the bookmakers looking to take full advantage of this as they have a brand licensing agreement with Digital Gaming Corporation, which acts as the Betway content provider in 10 states (as of October 2022). With the US such a potentially valuable market, Betway has adopted an aggressive marketing strategy, particularly within the NBA.
Chicago Bulls
In March 2021, it was announced that Betway had brokered deals with five NBA franchises, including the Bulls, the Nets, the Cavaliers, the Clippers and the Warriors. As part of the deal with the Bulls, Betway is now visible courtside during home matches. This marked Betway’s first sponsorship venture into the NBA, although few details were made public.Cleveland Cavaliers
Cleveland Cavaliers were one of the teams that formed part of the March 2021 deal. Due to this arrangement, you can see the Betway logo feature on the side of the court (on the floor), as well as being one of the brands to feature on the courtside digital LED board.
Los Angeles Clippers
The Clippers are another of the teams that Betway bagged through their March 2021 agreement, but how long this partnership will run is unclear at the time of writing. It follows the standard terms, though, of giving Betway a presence inside the Clippers’ home arena.
Golden State Warriors
The Golden State Warriors are one more NBA team that has Betway featured among its long list of sponsors. Although the Betway logo is not printed courtside, it is on the rotation for the LED board running alongside the court on the halfway line.
Minnesota Timberwolves
Having been satisfied with their earlier arrangements with NBA teams, Betway signed another later in 2021 (October), this time with the Minnesota Timberwolves. Again, details of this deal were relatively scarce, but we do know it is a multi-year arrangement and one that will see the Betway logo feature on-court, including the court apron and the top of the background.
Miami Heat
A few days after revealing their deal with the Timberwolves, Betway announced an additional NBA sponsorship deal. The terms of this contract with the Miami Heat were virtually the same too. The one difference, though, was that through this partnership Betway became the preferred Free-to-Play Gaming Partner of the three-time NBA Championship winners.
Dallas Mavericks
October 2021 also saw Betway pen a multi-year deal with the Dallas Mavericks, also becoming their official and exclusive Free-to-Play Partner. This relatively expensive arrangement saw the bookmaker secure lucrative branding rights, giving them visibility across the American Airlines Center.
Philadelphia 76ers
The other NBA sponsorship partnership that was secured in October 2021 was one with Eastern Conference Atlantic outfit, the Philadelphia 76ers. This was a more exclusive deal than many others as Betway branding not only features around the stadium but in big white letters printed courtside too. Additionally, Betway now sponsors a pre-game stats graphic posted on social media that gives fans some pre-game insights.
Milwaukee Bucks
Not yet satisfied with the number of NBA sponsorship deals in place, Betway struck a deal to become the Milwaukee Bucks’ official gaming partner in February 2022. As is standard with such agreements, Betway now features as part of the in-arena branding, making them visible during home games. In addition, though, there was also the creation of the ‘Betway Game Rewind’, which features highlights of the Bucks’ last match.
Betway Group – The Official Betting Partner of the NHL
As one of America’s most watched sports, Betway has also been sure not to ignore the NHL from its marketing considerations. Although the betting firm are a little less prominent in ice hockey’s most prestigious league than they are in the NBA, they have still secured deals with several major teams.
Additionally, they have a partnership with the league itself, becoming an official sports betting partner of the competition. Through this, Betway can use NHL logos and branding in marketing materials while the NHL will show the Betway name during broadcasts.
New York Islanders
When announcing they had struck sponsorship deals with five NBA teams back in March 2021, Betway also revealed they had done deals with two NHL teams, one of which is the New York Islanders. Very few details of the arrangement were released, but they are one of the many brands to feature on the Islanders’ dasherboard.
Los Angeles Kings
The other NHL deal Betway secured in March 2021, alongside the Islanders, was with the LA Kings. Through this deal, Betway not only have a presence in the Crypto.com Arena, but they appear on digital assets as well.
Philadelphia Flyers
The next round of NHL sponsorship followed in November 2021, with the first being a brand-new partnership with the Philadelphia Flyers. As their official sports betting partner, Betway gained a contractual right to appear on the ice and on the advertising boards during home matches involving the Flyers.
New Jersey Devils
Shortly after the above deal, Betway made it four NHL teams by revealing they had agreed on terms with the New Jersey Devils. Another multi-year deal, this gave Betway some dynamic brand exposure. Not only do they appear on the dasherboard, Zamboni tunnel and staircase branding, but also the in-bowl LED ring and scoreboard.
Betway’s Esports Sponsorships
Betway were quick to recognise the growing rise of Esports and, in turn, Esports betting. In fact, they were among the first major bookmakers to offer a dedicated page to eSports, giving it a far more prominent spot on their website.
They have shown their commitment to competitive video gaming in other ways, too, sponsoring several high-profile events. In 2020 they agreed to a deal to sponsor the DreamHack Masters Spring, and in February 2022, they renewed their partnership with BLAST Premier for a further two years.
NIP
Ninja in Pyjamas has long enjoyed a very close relationship with Betway, dating back to 2016. The first agreement, worth a high six-figure sum, was only the second instance of a mainstream bookmaker sponsoring an Esports team. They were forced to split briefly when NiP decided to enter League of Legends, which does not permit gambling-sponsored teams, but the pair are reunited now with Betway prominently back on the NiP jersey.
Conclusion
As you can see from the long list above, sponsorship deals are something Betway takes very seriously and sees good value in. Not only do they sponsor sports/regions where they are relative newcomers, but they see the importance of having high visibility in places they are already relatively popular.
It is a costly approach, but Super Group (the holding company that owns Betway) enjoyed a net profit of €235.1m in 2021. With profits and revenues as large as theirs, such sponsorship deals do not pose much of a financial risk.
FAQ
What Teams and Leagues Does Betway Sponsor?
Betway sponsors teams in numerous European football (soccer) leagues as well as sides in American sports playing in the NBA and NHL. Additionally, they are also involved in cricket, horse racing and Esports sponsorship.
Does Betway Sponsor NHL Teams?
Yes, Betway sponsors four teams in the NHL, and it would not be a huge surprise if this number increases in future.
