Super Group has lauded the social responsibility focus of its marketing efforts, applied across all the football sponsorship portfolio of its flagship sportsbook property Betway.

Issuing an update on Betway’s football portfolio, the group pointed to the brand’s success in the UK, where it has forged collaborations with 13 clubs in the English Premier League, most prominently West Ham United and Leicester City.

Super Group, which is currently forging the last arrangements of its planned NYSE listing, detailed that Betway’s Premier League sponsorship agreements have generated brand coverage across 67% of season games.

However, Super Group’s UK sports marketing operations could be dealt a blow by the potential results of the 2005 Gambling Act review, of which a ban on sponsorship arrangements between betting operators and top-flight football clubs has been underscored as a likely outcome.

However, outside the UK the firm has secured strong brand visibility in Germany, Italy, Spain via agreements with a range of clubs and tournaments, most recently partnering with Belgium’s knockout football competition, the Croky Cup.

Neal Menashe, CEO of Super Group, commented, “Betway’s visibility across all of Europe’s top football leagues continues to grow, keeping the brand top-of-mind among sports and betting enthusiasts. 

“The progress we are making to ingrain the Betway brand as a constant fixture at marquee events across the world’s most popular sports is core to our growth strategy. We look forward to further engaging with sports fans in new markets all over the world, including in states across the US where we are already this year making excellent headway.”

Additional European agreements have seen Betway link with German Bundesliga teams VfB Stuttgart and Eintracht Frankfurt and Bundesliga. 2 sides Werder Bremen and Schalke 04, in addition to Real Madrid, Atletico Madrid and Barcelona of La Liga and Italy’s top-tier Siere A league. 

Arrangements in the latter two markets have seen Betway secure brand visibility in 83 Spanish fixtures and 45 Italian meetings – although the firm’s marketing in Spain will likely be hindered by the rules of the Royal Decree of Advertising, a federal mandate banning football clubs from partaking in betting advertising.

“These relationships demonstrate the power of the Betway brand in Europe, and we anticipate continued and imminent expansion in other major markets, like the US,” added Eric Grubman, Chairman of Sports Entertainment Acquisition Corp (SEAH), which has entered into a business combination agreement with Super Group.

Since the start of the year, Betway has inked partnerships with the National Hockey League and major NBA teams like the Dallas Mavericks and the Miami Heat, and is licensed to operate in five states via the DGC relationship. We believe the SEAH and Super Group teams are synergistic together, given our overlap of careers in professional sports and of course their veteran status as global operators.”