Henry Helps Launches Betway's Global 'Clubhouse' Campaign
Super Group has launched Betway Clubhouse - a global marketing campaign bringing together athletes from across the operator's sports partnerships, the company said in a release published on its investor and corporate news site on August 20, 2026.
The campaign draws on talent from Betway's roster of partners, including new Principal Partner Manchester United, Arsenal FC and Manchester City.
Also featured are former footballer Thierry Henry, UFC champion Dricus du Plessis, six-time MLB All-Star Vladimir Guerrero Jr, members of South Africa's Springbok rugby squad, and Atlassian Williams F1 Team drivers Carlos Sainz and Alex Albon.
A 360-Degree Brand Platform
Produced with London agency M+C Saatchi Sport & Entertainment, the campaign is built around a long-format advert running across Betway's global markets, extending to television, digital and outdoor advertising alongside activations across its partner portfolio.
Betway said the launch also included pop-up experiences in London and Johannesburg this week, and the company describes Clubhouse as a consistent brand platform it plans to use across the funnel rather than a single one-off advert.
Super Group said the film was shot on bespoke sets across 10 locations, including London, Manchester, Nice and Johannesburg, without the use of AI, and was produced by Common People with director Virgil Ferragut.
What The Companies Said
Neal Menashe, chief executive officer of Super Group, said: "Betway Clubhouse captures the excitement and passion that 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, said: "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."
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Follows The Manchester United Deal
The campaign comes weeks after Betway confirmed it had become Manchester United's Principal Partner and exclusive global betting partner, extending a sponsorship push that already spans a number of sports.
Super Group has been consolidating its sports partnerships under a single global brand identity as it competes for visibility against other operators active in the same leagues and events.
Sports sponsorship spend across the online sports betting sector has continued to climb this year, with operators competing for visibility on shirts, boards and broadcast coverage across football, rugby, motorsport and combat sports.
Consolidating that spend into a single recognisable campaign, rather than running separate creative for each partnership, is a strategy other large operators have also leaned on as sponsorship portfolios grow more complex to manage.
