Super Group, the parent company of Betway, has launched Betway Clubhouse, a global integrated marketing campaign featuring 27 sports and entertainment figures, with the rollout timed to coincide with the start of the English Premier League season.

The campaign is intended to operate as a consistent Betway brand platform across its marketing funnel, combining advertising with digital and physical experiences linked to its portfolio of sporting partners.

The campaign focuses on a long-format advertisement that will be promoted across Betway’s global markets through television, digital and outdoor channels. Its launch has also included pop-up experiences, with venue takeovers taking place in London and Johannesburg this week.

Neal Menashe, Chief Executive Officer of Super Group, said: “Betway Clubhouse captures the excitement and passion that our customers experience as sports fans every day, while showcasing the truly global nature of the Betway brand. This campaign features an incredible lineup of sporting icons, highlighting the depth and prestige of our partnerships with the world’s elite athletes and organisations.”

The film draws talent from Betway’s sporting partnerships, including Manchester United, which was recently announced as the company’s Principal Partner, as well as Arsenal FC and Manchester City. Other participants include footballer Thierry Henry, UFC champion Dricus du Plessis, six-time MLB All-Star Vladimir Guerrero Jr., members of South Africa’s Springbok rugby squad, and Atlassian Williams F1 Team drivers Carlos Sainz and Alex Albon.

Produced in partnership with London-based agency M+C Saatchi Sport & Entertainment, the campaign was filmed across 10 shoots in London, Manchester, Nice and Johannesburg. Production was handled by Common People, with Virgil Ferragut serving as director.

Speaking at Wolfpack Fulham, the site of the London Betway Clubhouse pop-up, Betway director of sponsorship Wayne Merris told LBB’s Cathy Meyer-Funnell that the company had sought to create “advertainment” through the campaign.

He explained: “We want to be entertaining people, and the by-product of entertaining people through the platform should be that they consider you and they want to be part of your brand world.

“It’s been 12 months in the making, 10 shoots around the world in four cities, so it’s been a major undertaking. We’re not prescriptive about how long it needs to be; we want entertainment, and we want people to watch it, and on each subsequent watch spot a new person.”

The film presents the Clubhouse as a virtual game-day destination bringing sports fans together around the “Feel the Action” concept, while using the collection of athletes and teams to represent the scale of Betway’s partnerships across international sports, leagues and competitions.

Ross Watson, Managing Director of M+C Saatchi Sport & Entertainment, commented: “From the moment we began working with Betway earlier this year, there was a shared ambition to create a brand platform that could match the scale of their global sporting partnerships while putting fans at the heart of the experience.

“Betway Clubhouse is the result of that ambition, a bold and entertaining creative idea designed to unite world-class talent under one distinctive brand world that can evolve across every touchpoint. It has been a fantastic collaboration with the Betway team, and we’re proud to have helped bring this new chapter for the brand to life.”

Addressing the potential longer-term development of the platform, Merris said: “The success of these brand platforms is down to consistency and sustainability. We feel we’ve got a really strong, creative platform in the Betway Clubhouse. It’s been a hell of a ride, but we’re really excited about this.”

Original article: https://www.yogonet.com/international/news/2026/08/20/126001-betway-launches-global-clubhouse-campaign-featuring-27-sports-and-entertainment-figures

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