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Chelsea Football Club has announced a new partnership with Betway, making the Super Group-owned brand its Official European Betting Partner in a multi-year agreement. This collaboration adds Chelsea to Betway’s growing list of partnerships with Premier League clubs, including Manchester City, Nottingham Forest, AFC Bournemouth, and others.
As part of the deal, Betway’s branding will feature prominently on the LED advertising boards at Stamford Bridge during all domestic home matches. The agreement extends beyond visibility, granting Betway digital and social media rights to engage with Chelsea’s expansive global fanbase. Fans can also look forward to exclusive experiences such as meeting current and legendary players, pitch-side tours, matchday hospitality, and even the opportunity to play on the iconic Stamford Bridge pitch.
The partnership isn’t solely focused on fan engagement. Betway has committed to working closely with Chelsea to promote responsible gaming through best-in-class training and initiatives. Both organizations aim to prioritize safety and integrity in their joint efforts.
Chelsea Chief Revenue Officer Casper Stylsvig expressed enthusiasm about the partnership: “We are really pleased to welcome Betway as our Official European Betting Partner. Their commitment to creating engaging and memorable experiences for fans aligns perfectly with our values at Chelsea. This partnership will offer our supporters incredible opportunities to connect with the club, from interacting with players to enjoying VIP hospitality and behind-the-scenes access. We look forward to a successful and dynamic collaboration with Betway over the coming years.”
For Betway, the partnership represents a significant opportunity to expand its brand in the European sports market. Neal Menashe, CEO of Super Group, stated: “We are incredibly proud to partner with the two-time UEFA Champions League winners and the five-time Premier League champions. Chelsea is a truly global club with a hugely successful history. This partnership is a super opportunity for Betway to reward our loyal customers and engage with football fans in new and thrilling ways. We are excited to work alongside this club.”
This collaboration reinforces Betway’s position as a major player in football sponsorships. Beyond Chelsea, the brand has partnerships with several other prominent football clubs, including Atletico Madrid and Bologna FC.
While Chelsea has yet to finalize a front-of-shirt sponsor for the current season, this deal aligns with the club’s broader commercial strategy. Other Premier League clubs have also been pursuing sponsorship agreements with gambling companies ahead of the upcoming ban on front-of-shirt gambling sponsorships, set to take effect in two seasons.
The partnership between Chelsea and Betway promises to deliver exciting opportunities for fans while fostering a commitment to responsible gaming and shared values.
Sources: Gambling Insider, Insider Sport
