Super Group-owned Betway has signed former Real Madrid star Guti as a new brand ambassador for its Spanish market operations.

The partnership adds to Betway’s growing roster of football ambassadors as operators continue investing heavily in player-led marketing ahead of the 2026 FIFA World Cup cycle.

It follows Stake’s swoop for Belgian icon Eden Hazard and GR8_Tech’s partnership with the rumoured-to-be-incoming Real Madrid manager José Mourinho.

Guti, real name José María Gutiérrez Hernández, is widely regarded as one of Real Madrid’s most iconic academy graduates. 

After progressing through the club’s youth system, he made his senior debut in December 1995 and spent 15 years as a regular figure in the first team, making 542 appearances for Real Madrid, scoring 77 goals and winning 15 major trophies.

Internationally, Guti earned 13 caps for Spain national football team between 1999 and 2005.

After his retirement in 2012, he moved into coaching roles with both Real Madrid and Beşiktaş before taking charge of UD Almería in 2019. More recently, he has become a prominent television pundit in Spanish football media.

“I’m excited to join Betway Spain as an ambassador,” said Guti.

“My time in elite football showed me that quality and commitment are inseparable; today, I’m proud to represent those values with a market leader and share this path with all of you.”

Changes of scenery at Super Group’s Betway

The deal comes shortly after Super Group released its Q1 2026 results, which revealed revenue of $612m (£452.4m), though these results did mark a change in approach as it reported revenue in ‘Africa’ and ‘International’ segments as opposed to its trademark ‘Betway’ and ‘Spin’ segments. 

Chief Executive Officer Neil Menashe confirmed that the business has “fortified sports trading capabilities ahead of the World Cup”.

There has also been a leadership shift at Super Group, with Kirsty Ross replacing Jason Kenny as Chief Operating Officer.

All roads will now lead to the World Cup for Super Group, specifically for its Betway brand, and leadership was positive about its newest brand ambassador. 

Ignacio Alonso, Marketing Manager for Betway Spain said: “Guti joins Betway as one of the greatest legends in Real Madrid’s recent history. 

“He represents loyalty to the colours, excellence, and the purest talent in world football, making him the perfect ambassador for Betway in Spain.”