As summer heats up, so does sponsorship activity across the global sports and entertainment space – with betting operators continuing to build deeper, more dynamic relationships with fans. 

From primetime TV to continental club football, brands are now moving beyond simple exposure to deliver new activations. This time, Sky Vegas, Betano, Interwetten and Betway Africa headline the action.

Sky Vegas checks back in at The Fortune Hotel

Returning for a second year, Sky Vegas has renewed its headline sponsorship of ITV’s ‘high-stakes’ reality show, The Fortune Hotel.

The newest series airs this month on ITV1 and ITVX, and with it comes a major expansion of Sky Vegas’ partnership, now including the Late Checkout companion podcast and a branded slot game.

“We’re excited to return for a second year with The Fortune Hotel. The show’s mix of sunshine, strategy and suspense really resonated with viewers, and this new series promises even more twists and turns,” a Sky Vegas spokesperson commented.

“With our expanded partnership, including the Late Checkout podcast and our new slot game, we’re bringing fans closer than ever to the action.”

With 80 seconds of branding per episode, plus ITVX bumpers and companion content, the deal shows that Sky Vegas is aiming to keep its name in the spotlight, even as UK marketing and betting sponsorship rules get tighter.

Betano claims naming rights for Portugal’s Super Cup

Meanwhile, in football, Kaizen Gaming-owned Betano has secured title sponsorship of the Supertaça Cândido de Oliveira, one of Portugal’s top tournaments.

The deal comes ahead of the 2025 season’s Sporting CP and SL Benfica match, taking place 31 July at Estádio Algarve.

João Medeiros Cardoso, Chief Marketing & Commercial Officer at FPF, stated: “This marks a boost in the competition’s growth, driven by this new leadership, which will help reposition Portuguese football as one of the world’s leading footballing brands.”

The deal adds to Betano’s growing European football footprint, which includes the likes of PAOK FC, Portuguese Primeira Liga, and the Romanian national team, to name a few.

Interwetten teams up with Austria’s SK Rapid

Furthermore, fellow gambling operator Interwetten has struck a partnership with SK Rapid, one of Austria’s most followed clubs.

The firm becomes an official team partner as Rapid kicks off its new season. The alignment is said to signal Interwetten’s continued emphasis on organic partnerships, particularly in core European markets.

The partnership is also boosted by Rapid’s head coach, Peter Stöger, who has been part of Interwetten’s team for several years as the deal looks to have a ‘more genuine’ feel.

Betway Africa signs Simba SC 

The final gambling operator in the roundup is Betway Africa, which has this week announced a major club partnership with Simba Sports Club – a Tanzanian football giant.

The firm wrote on LinkedIn: “Simba SC is a powerhouse on and off the pitch… Our partnership marks another exciting step in our commitment to sport in Africa and its passionate supporters.”

The deal reinforces Betway’s growing footprint across Africa, with the firm already partnering with several other sports leagues, and investing in community and youth projects.

With tightening sponsorship regulations across markets like the UK and Europe, this latest wave of sponsorships shows the betting industry isn’t pulling back.

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