Super Group Limited announced a new multi-year partnership between its legal sports betting provider, Betway, and Arsenal of the English Premier League.
Arsenal fans will soon see Betway’s branding on advertising boards at Emirates Stadium for all domestic matches in the Premier League, the FA Cup, and the Carabao Cup.
The deal, announced Friday, expands Betway’s football portfolio. The online sports betting site already has partnerships with the Premier League’s West Ham and Brighton clubs. Betway also has deals with clubs in La Liga and the Bundesliga.
The deal is somewhat surprising in that some UK betting sites have been reluctant to sign new club deals since the release of the UK’s Gambling Commission white paper. In fact, in anticipation of the white paper’s release, the EPL banned betting sponsorships from matchday kit fronts after the 2025-26 season. But that hasn’t stopped some from making hay while the sun still shines.
For instance, Nottingham Forrest — freshly promoted to the Premier League — just signed a two-year deal with Kaiyun Sports. Per the terms of the agreement, the Asian-based online sportsbook will be featured on Forest's men's first team shirts. Kaiyun also has relationships with Crystal Palace, Real Madrid, and Inter Milan.
Betway isn’t solely reliant on football partnerships. The NBA, NHL, tennis, cricket, and horse racing are also well represented in Betway’s sponsorship portfolio. But having Arsenal in the fold is especially nice for Betway’s North London employees.
Betway CEO Anthony Werkman said, “We have strong connections to North London with an office based there, so it will be great to see the Betway brand around the Emirates Stadium. We look forward to supporting them on their journey both domestically and in Europe this season and beyond.”
Arsenal’s Deal-Making Frenzy
Arsenal’s Chief Commercial Officer, Juliet Slot, said “We are pleased to announce Betway as our Official Global Betting Partners. It 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.”
And in case regulators were taking note, she added, “We are excited to work with Betway to bring more experiences for our supporters across the world and promote the importance of responsible gambling.”
As Slot mentioned, Betway isn’t the only new sponsorship for Arsenal. In fact, they’ve been on something of a signing spree as of late.
In August, Arsenal and Emirates extended their longstanding partnership until 2028. The agreement covers the naming rights to Arsenal’s home stadium as well as featuring the Dubai-based airlines’ name on the front of both club kits and training kits.
Also in August, Arsenal announced a new partnership with Unilever’s laundry detergent, known as Persil in the UK. Google Pixel also became Arsenal’s Official Mobile Phone Partner.
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