Super Group has announced the launch of its Betway Clubhouse marketing campaign, which CEO Neal Menashe has hailed as a reflection of the “truly global nature of the Betway brand”.
The campaign consists of a short film depicting several Betway brand ambassadors playing games within a clubhouse.
Narrated by Arsenal legend Thierry Henry, the film moves through the clubhouse and shows athletes from Betway brand partners interacting in different ways.
Football players featured include Manchester United trio Kobbie Mainoo, Matheus Cunha and Bruno Fernandes, as well as Manchester City stars Erling Haaland, Antoine Semenyo and Matheus Nunes.
Arsenal’s David Raya, Noni Madueke and Viktor Gyökeres are also showcased, as well as retired players Andrés Guardado, José María Gutiérrez Hernández and Siphiwe Tshabalala.
Formula 1 stars Alex Albon and Carlos Sainz make an appearance, as well as actress Kelly Brook, jockey Paul Townend, UFC champion Dricus du Plessis, six-time MLB All-Star Vladimir Guerrero Jr, players from the South Africa rugby team and former cricketer Grame Smith.
The UK version of the film has been adapted to comply with marketing regulations, so current athletes don’t appear. They are replaced with former footballers Andy Cole, Bryan Robson, Ray Parlour, Shaun Wright-Phillips and David Seaman, among others.
Produced in partnership with London-based agency M+C Saatchi Sport & Entertainment, the campaign was filmed globally across 10 shoots in cities including London, Manchester, Nice and Johannesburg.
The spot was produced by Common People alongside director Virgil Ferragut, using bespoke sets and without the use of AI.
Super Group will promote the campaign across Betway’s global markets, “extending beyond the screen to TV, digital and outdoor – along with digital and physical experiences across Betway’s portfolio of partners”.
The film has been designed to highlight the scale of Betway’s global sporting partnerships, “reflecting the brand’s presence across some of the world’s biggest teams, leagues and sporting competitions”.
Super Group CEO Neal Menashe said: “Betway Clubhouse captures the excitement and passion our customers experience as sports fans every day, while showcasing the truly global nature of the Betway brand.
“This campaign features an incredible lineup of sporting icons, highlighting the depth and prestige of our partnerships with the world’s elite athletes and organisations.”
Ross Watson, managing director of M+C Saatchi Sport & Entertainment, added: “From the moment we began working with Betway earlier this year, there was a shared ambition to create a brand platform that could match the scale of their global sporting partnerships while putting fans at the heart of the experience.
“Betway Clubhouse is the result of that ambition; a bold and entertaining creative idea designed to unite world-class talent under one distinctive brand world that can evolve across every touchpoint.
“It has been a fantastic collaboration with the Betway team, and we’re proud to have helped bring this new chapter for the brand to life.”
Earlier this month, Betway announced it had entered into a multi-year sponsorship deal with Manchester United, rumoured to be worth around £20m per season.
The post Super Group launches “star-studded” Betway Clubhouse global marketing campaign first appeared on EGR Intel.
Film shines light on Betway’s sporting partnerships, featuring high-profile athletes across football, rugby, cricket, Formula 1 and boxing
The post Super Group launches “star-studded” Betway Clubhouse global marketing campaign first appeared on EGR Intel.