Betway named Manchester City’s official global betting partner

Super Group's Betway brand has been unveiled as the official global betting partner of English Premier League champions Manchester City.

The multi-year agreement sees Manchester City join the operator’s sports sponsorship portfolio, which includes several football teams, including rival Premier League clubs West Ham United, Arsenal and Brighton & Hove Albion.

To mark the new deal, executives from Super Group and Manchester City were on site for the iconic bell-ringing ceremony at the New York Stock Exchange on Friday.

“We are absolutely delighted to become Manchester City’s official global betting partner,” said Super Group CEO Neal Menashe. “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.”

City Football Group CEO Ferran Soriano commented: “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.”

The partnership will see, Manchester City and Betway collaborate on a number of activations and exclusive content opportunities, in addition to the brand featuring across digital and in-stadia assets.

Manchester City and Betway will also work together to provide all players, coaches, management and staff with in-depth training on all relevant codes of conduct relating to betting integrity and responsible gambling.

Shares in Betway owner Super Group Ltd (NYSE:SGHC) closed 1.34 per cent higher at $3.79 per share in New York Friday.