Super Group has struck a deal for Betway to become the official global betting partner of Premier League giants Arsenal.
The multi-year agreement is the latest addition to the brand’s broad football portfolio, which also includes a shirt deal with West Ham United and a global partnership with Brighton.
Betway branding will now be featured on advertising boards at the 60,000-capacity Emirates Stadium in North London, where Betway also has an office.
The marketing deal covers all domestic matches in the Premier League, FA Cup and Carabao Cup, guaranteeing brand visibility with Arsenal supporters worldwide.
Betway will also create exclusive social media content with Arsenal, who are currently fifth in the Premier League after an unbeaten start to the new season under Mikel Arteta.
Betway Group CEO Anthony Werkman said: “Having built one of the most exciting and enviable global sport sponsorship portfolios of any industry, I am absolutely thrilled to announce our new partnership with Arsenal.
“We’re excited to work together to deliver great content and experiences for Arsenal’s huge global supporter base and Betway will also be working with the club to ensure the partnership follows industry marketing protocols and important responsible gambling practices.
“We look forward to supporting them on their journey both domestically and in Europe in this season and beyond,” he added.
Premier League clubs have agreed to phase out front-of-shirt sponsorships, with a ban on the practice set to begin during the 2026/27 season.
After this date, clubs are still permitted to strike commercial deals with gambling operators, including sponsorship deals on shirt sleeves and advertising hoardings.
Arsenal CCO Juliet Slot said: “Betway is the latest of a number of global brands to join our family of partners in recent weeks, a further sign of our commercial strength as a club.
“We are excited to work with Betway to bring more experiences for our supporters across the world and promote the importance of responsible gambling,” she added.
Super Group (SGHC) Limited (SGHC) is trading at $3.78 (-0.79%)
