Betway

Betway Group

Type	Private Company
Industry	Gaming
Founded	2006 British Company
Products	Sports betting, Poker, Casino, Bingo.
Website	betway.com, betwaygroup.com

The Betway Group is a global online gambling company providing entertainment across a number of brands including Betway Sportsbook, Betway Casino, Betway Vegas, Betway Bingo and Betway Poker.^[1]

The Group also operate a number of other brands including Dream Bingo, Bingo on the Box and Spin Casino.^[2]

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.^{[3][4][5][6][7][8][9]}

The Betway Group is based in Malta and Guernsey, with support from London, Cape Town and the Isle of Man,^[10] and is a member of the European Sports Security Association,^[11] the Independent Betting Adjudication Service,^[12] the Remote Gambling Association,^[13] and is accredited by international testing agency eCOGRA.^[14]

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.^[15] Betway is also a supporter of the Responsible Gambling Trust.^[16]

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,^[17] before later becoming the principal sponsor for Carl Froch v George Groves, staged at Wembley Stadium.^[18][19]

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,^[20] 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.^[21]

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.^[22]

The landmark deal, West Ham's biggest ever commercial agreement,^[23] 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.^{[24][25][26][27][28]}

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,^[29] 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.^[30] In September 2016, Betway announced that they had become the headline sponsor of eSports team Ninjas in Pyjamas.^[31]

Similarly, the International Tennis Federation announced in late 2015 that Betway was now an international sponsor of the Davis Cup and Fed Cup international tennis competitions in an agreement running through 2018.^[32] Great Britain, led by Andy Murray, would go on to win the Davis Cup for the first time since 1936 in the first year of the sponsorship agreement.^[33]

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,^[34] and Betway Bingo agreeing to sponsor the seventeenth civilian series of Big Brother UK's on Channel 5.^[35]

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,^[36] British National Hunt Racing champion jockey, Richard Johnson,^[37] 2015 Flat champion jockey Silvestre de Sousa^[38] and former Irish champion jockey Davy Russell.^[39]

Previous ambassadors include England rugby World Cup winner Mike Tindall,^[40] ex-Irish and Munster rugby player David Wallace,^[41] and Sky Sports golf presenter Sarah Stirk.^[42]

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.^[43]

In June 2015, Betway Bingo was recognised as the best new online bingo site at the 2015 WhichBingo Awards.^[44]

References

External links

• Official website
• Sports betting site
• Corporate site