Betway’s football club sponsorships

4 September 2020 | ,

Global online sports betting giant Betway holds licences in various countries internationally, including South Africa. The online bookmakers also sponsors several football teams around the globe, with football sponsorships in Ghana, Zambia, Spain, and England currently. Below we have listed all teams included in Betway’s football club sponsorships, country by country.

Spain

Betway currently sponsors three Spanish teams:

Levante Unión Deportiva

Founded in 1909 and originally named Levante Futbol Club, the Valencian club Levante Unión Deportiva has been under Betway sponsorship since 2018. The online bookmaker signed a two-year contract to become the club’s La Liga (the Spanish League) side official shirt sponsor. The deal was celebrated by Levante UD’s president Francisco Javier Catalan Vena. He acknowledged that the club’s affiliation with Betway will help to elevate its status. Levante UD finished 12th in the 2019/20 La Liga, the club’s third season in Spain’s top-tier professional men’s football division.

Club Deportivo Leganés
Hailing from Leganés, which borders Madrid, CD Leganés has remained wedged in the lower leagues of professional Spanish football for much of its career since its founding in 1928. The 2015/16 season saw the team get elevated to La Liga for the first time. However, the team was relegated back to the lower-level Segunda Division in 2020. Betway became the front-of-shirt sponsor of CD Leganés in 2018 and recently extended the sponsorship. Therefore, it will be the team’s foremost sponsor in the 2020/21 season.

Deportivo Alavés
Hailing from Vitoria-Gasteiz in northern Spain and founded in 1921, Deportivo Alavés is yet another one of Betway’s 2018 Spanish Spanish football sponsorships. The online operator also secured a two-year sponsorship deal as the club’s official La Liga shirt sponsor. Alavés, also affectionately referred to as Babazorros El Glorioso (The Glorious One) came in 16th place in the 2019/20 La Liga after a thrashing from Barcelona on 19 July 2020 resulting in a final score of 5-0.

England

West Ham United F.C.

Betway became the main sponsor of West Ham United in February 2015. The deal marked the biggest one in the history of the East London-based club and the first Betway football sponsorship. The online sports betting operator and the “Hammers” extended the partnership in 2019 for another six years.

Since acting as West Ham United’s principal partner, Betway has invested in initiatives to build the club’s brand and bring the team closer to their fans. One project was Betway’s Academy of Football. This web docuseries launched in 2016 about the amateur team West Ham United IFC, a grassroots club that was formed by and consists of West Ham supporters and that gets an unexpected visit from some of the official club’s players. Another project, Betway Fan Taxi, sees fans pranked by the team’s players who surprise them as their cab drivers.

West Ham United plays in the English Premier League, the top level of professional football in the country.

Zambia

Green Buffaloes F.C.
Sponsored by the Zambian Army and founded in 1965 with the original name Zambian Army, Green Buffaloes Football Club plays in the Zambia Super League (the country’s Premier League), the top tier of the Football Association of Zambia. The club is based in Lusaka and took the 6th spot in the Premier League in 2019.

Green Buffaloes entered a one-year sponsorship deal with Betway in 2018. The online gambling platform renewed the sponsorship in 2019 ahead of the 2019/20 Super Division season.

Uganda

Express F.C.

The long-standing Express F.C., based in Uganda’s capital, Kampala, is Uganda’s first premier football club. Founded in 1957 by Uganda Express Newspapers, the club, also known as the “Red Eagles”, has the most supporters of all Ugandan football teams. It has been the winner of 10 Ugandan Cups. The club also came first in six leagues over the years and competes in the top-level Azam Uganda Premier League. Express F.C. signed a shirt sponsorship contract with Betway in 2018.

In May 2020, Betway fulfilled its promise to send Red Eagles players, as well as a few of the club’s facilitators, food relief to support them during the lockdown.

Ghana

Aduana Stars F.C.

Aduana Stars Football Club started in 1985 in Dormaa Ahenkro, Brong-Ahafo, and is sponsored by Betway since 2018. The club is a two-time winner of the Ghana Premier League title, clinching the title in 2010 and 2017 respectively – an impressive feat for a club which had started out modestly, only making its way into the nation’s Premier League in 2009.

Ashanti Gold S.C.

Ashanti Gold Sporting Club was formed in 1978 in Obuasi by staff from the Ashanti Goldfields Corporation gold mining company . It struggled for years without sponsorship and decent funds. However, the club showed much promise for a long time and proved its worth in 1984, when it was runner-up in the Ghanian FA Cup. From there, the club advanced to playing in the Ghana Premier League. Today it is one of Ghana’s largest and top-performing clubs. Betway took the football club under its wing in 2016, when the online bookmaker signed to become its principal sponsor.

Liberty Professionals F.C.
Founded in Dansoman, Accra in 1996, this comparatively young professional football club rose to playing in the top-tier league in only its second season, having started out playing in the lower-level Poly Tank Division One League. The club played in the 2009 Eyadema Unity Cup championship and secured a respectable third place.

In 2018, it clinched a sponsorship deal with Betway after narrowly avoiding relegation from the Premier League in the previous season.

Betway – more than a football club sponsor

Football shirt sponsorships are a natural, obvious and valuable advertising placement for bookmakers. This sometimes raises concerns about the normalisation of betting amongst young fans. Therefore, Betway has invested heavily in technology to prevent underage gambling and responsible gaming policies. In addition, the company devotes a decent amount of their returns into supporting local communities. During the Covid pandemic Betway SA has donated R2-million to assist the most vulnerable South Africans.

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