Betway

Overview

The Betway Group's flagship brand, "Betway", is an international gambling company that operates across regulated online marketplaces and holds licences in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany and Ireland.

The Betway Group is based in Malta and Guernsey, with support from London, Cape Town and the Isle of Man, and is a member of the European Sports Security Association, the Independent Betting Adjudication Service, the Remote Gambling Association, and is accredited by international testing agency eCOGRA.

The Betway Group also has a partnership with the Professional Players Federation, which promotes, protects and develops the collective interests of professional sportspeople in the UK. Betway is also a supporter of the Responsible Gambling Trust.

Sponsorship

Betway has sponsored a number of high-profile UK-based sporting events through its flagship sportsbook brand Betway including boxing, darts, football, snooker, tennis, horse racing and eSports.

In 2014, Betway signalled its ambition to become a major player in the UK through a series of landmark sponsorships, beginning with a three-year deal with the Premier League Darts, before later becoming the principal sponsor for Carl Froch v George Groves, staged at Wembley Stadium.

With a focus on winning market share of the lucrative horse racing market, Betway made inroads in 2014 through sponsoring its first major UK horse race, the prestigious Queen Mother Champion Chase at the Cheltenham Festival, before adding further major horse racing sponsorships to its portfolio in early 2015, including the Lincoln Handicap, the Chester Cup, the Great Voltigeur Stakes and the Yorkshire Cup.

On February 6, 2015 it was announced that Betway had become the official principal sponsor of West Ham United FC in an initial two and half year deal worth £20m. Betway entered into negotiations with the Premier League club after former sponsor Alpari filed for insolvency in January 2015.

The landmark deal, West Ham's biggest ever commercial agreement, included prominent shirt and in-stadium branding rights and would prove transformation for both parties. West Ham would soon after hire former player Slaven Bilic as manager who would lead the club to its highest league finishing position for 12 seasons.

Although limiting its football sponsorship activity in England to West Ham, Betway signed agreements with a number of 2. Bundesliga clubs in July 2017 - FC St. Pauli, Union Berlin, Eintracht Braunschweig, Karlsruher SC, and Dynamo Dresden - that sees the company become the clubs' official betting partner until the end of the 2018/19 German football season.

Following the agreement with West Ham, Betway continued to add to its portfolio of sponsorships across snooker, darts, tennis and eSports.

In 2015, World Snooker confirmed the company would become the sponsor of the UK Championship in a three-year agreement, which was followed closely by Betway signing a deal to sponsor 2015 edition of the largest eSports tournament in the UK, the ESL UK Premiership.

The International Tennis Federation announced in late 2015 that Betway was to be the international sponsor of the Davis Cup and Fed Cup international tennis competitions. Great Britain, led by Andy Murray, would go on to win the Davis Cup for the first time since 1936.

In September 2016, Betway announced that they had become the headline sponsor of eSports team Ninjas in Pyjamas.

Further in 2016, Betway added two more sponsorships to its football portfolio, expanding into the Belgian market with deals with top club RSC Anderlecht, as well as the Belgian FA and Pro League for the Croky Cup.

In 2017, Betway furthered its presence in the horse racing industry with a three-year deal with Aintree Racecourse to become the official betting partner of the Grand National Festival.

Other British horse racing sponsorship deals made in 2017 include the Grade 2 Betway Kingmaker Novices’ Chase at Warwick and the Grade 2 Betway Kingwell Hurdle at Warwick.

Betway also secured deals to sponsor key races on the Flat in 2017. The leading online bookmaker now sponsors the Listed Betway King Charles II Stakes and the Group 3 Betway Criterion Trophy at Newmarket.

The Betway Group's other brands have been activie in the UK sponsorship space, with Dream Bingo becoming the headline sponsor for the Inside Soap Awards in August 2015, and Betway Bingo agreeing to sponsor the seventeenth civilian series of Big Brother UK's on Channel 5.

Brand Ambassadors

Betway have signed a number of high-profile ambassadors since 2014, including former cricketer and broadcaster Simon Hughes, better known as The Analyst, British National Hunt Racing champion jockey, Richard Johnson, 2015 Flat champion jockey Silvestre de Sousa and former Irish champion jockey Davy Russell.

Previous ambassadors include England rugby World Cup winner Mike Tindall, ex-Irish and Munster rugby player David Wallace, and Sky Sports golf presenter Sarah Stirk.

Other brands

The Dream Bingo brand, operated by the Betway Group, was re-launched in April 2015, supported by a new website, brand and TV campaign.

In June 2015, Betway Bingo was recognised as the best new online bingo site at the 2015 WhichBingo Awards.

Live Chat

Bestway have 24 hours live chat support for its online customers according to their website.

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