Betway has appointed M+C Saatchi Sport & Entertainment as its global agency partner following a competitive pitch process.
The agency will lead the development of a through-the-line global campaign for Betway, covering advertising, communications, sponsorship activation, content creation, and fan engagement. The mandate is focused on strengthening the brand’s presence across sport and entertainment while deepening its connection with audiences.
As part of the brief, M+C Saatchi Sport & Entertainment will support Betway’s ‘Feel the action’ brand positioning across its portfolio of major sponsorships. These include partnerships with Arsenal FC, Manchester City, the Springboks, and the Atlassian Williams Racing, as well as its global ambassador Thierry Henry.
The appointment comes as Betway expands its efforts to engage fans through culturally relevant campaigns and innovative storytelling. M+C Saatchi Sport & Entertainment brings experience in sports marketing and sponsorship strategy, having worked with major global brands and Formula One partners such as The Lego Group, Barilla, Heineken, Allwyn, and Oracle Red Bull Racing.
Through this partnership, the agency will support Betway in amplifying its sponsorship platforms and building stronger engagement with fans and stakeholders across global markets.
